McQ is a secondary line brand launched by British design genius Alexander McQueen in 2006. It is referred to as "McQ" in Chinese. The product line covers women's clothing, men's clothing and accessories, aiming to create cool and handsome items for young people with avant-garde personalities. It draws design inspiration from streetwear and youth subculture, integrating rebellious and unique aesthetic qualities into its clothing, from gothic Swallow letter sweatshirts to Chinese red swallow T-shirts, from dark floral silk dresses to black leather metal accessories, which are full of playfulness. In order to reduce environmental pollution, the Alexander McQueen brand will no longer provide dust bag packaging for footwear products starting from July 2019.