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Innovative, emotional, uncompromising—all words that describe the romantic and provocative fashion of Alexander McQueen, a brand that's become synonymous with modern British couture. Integral to the Alexander McQueen culture is the juxtaposition between contrasting elements: fragility and strength, tradition and modernity, fluidity and severity. An openly emotional and even passionate viewpoint is realized with a respect for the arts and crafts tradition, a profound influence on the brand.