McQ Alexander McQueen unveils Autumn-Winter 2013 fashion film

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LONDON, United Kingdom -- The Autumn-Winter 2013 collection for the second line from Alexander McQueen has been unveiled via a video released by the brand.

The

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, released this week, shows the latest collection from McQ, the diffusion label created by the Alexander McQueen brand.

"We wanted to try different ideas of introducing McQ each season so for autumn/winter 2013-14, we've integrated a fashion film with a series of mood images and lookbook to launch the men's and womenswear collection," McQueen's CEO Jonathan Ackroyd told Vogue.

Shot in London, the film plays with black and white and visual effects, with models Maria Bradley and Botond Cseke superimposed onto grass, concrete and other textures.

The brand has previously show collections on the runway in London. Earlier this month McQ won the Contemporary Brand of the Year award at the Elle Style awards. With the label's creative director Sarah Burton currently heavily pregnant with twins, model Kristen McMenamy (star of last February's McQ show) went up to collect the prize.

McQ is not the only brand to eschew the runway for digital video channels. Avant-garde designer Georgia Hardinge's upcoming collaboration with high-street label River Island is set to be revealed in a new film by Alex Turvey featuring model Ben Grimes at London Fashion Week.