Designer label Alexander McQueen is to resume full control of its youthful diffusion line McQ.
McQ has been produced under license by Italian firm SINV for the past five years but the agreement will not be renewed after the spring 11 McQ collection.
McQ was launched in 2005 as the late designer expressed his desire to keep up with the growing demand for democratic fashion, and the need for luxury labels to diversify. It was an immediate hit with independents but some stockists feel the youthful and accessible extension of the mainline fell short of high creative expectations, given its association with Alexander McQueen.
Alexander McQueen will appoint a new internal team to develop McQ under the leadership of Alexander McQueen creative director Sarah Burton and McQ creative director Pina Ferlisi.
Jonathan Akeroyd, president and chief executive of Alexander McQueen, said: “Following the successful five-year co-operation with SINV, McQ will become our responsibility alongside the core Alexander McQueen label, allowing us to share ideas and knowledge, expand the business and grow the already iconic brand.
“Over the past five years McQ has established itself internationally with its young, renegade but always signature McQueen style, and we are ready to take it to the next stage in its development.”
McQueen and SINV are working together to ensure a smooth handover, said the label.