Alexander McQueen : Kingdom

Design - Range

“… something must remain”, accompanies the set of two refills for the purse spray.
At the end of the initiatory way, the egg is broken, cut into a quarter.
The egg is reshaped, as if it was sculpted and it gives birth to the refill, a glass heart, like a real ruby jewel.
The purse spray is never really empty, the glass bottle hidden inside like the essence of life is always there to entertain
and feed it endlessly.In every life, what remains is our soul, even if it is hidden in the most profound part of ourselves...
This poem was created as a precious set of instructions to enter the romantic and poetic Kingdom of Alexander McQueen…
You will discover very soon the following verses of the poem…
“Oh sweet beginning of…” accompanies the refillable purse spray.
The egg which is the shape of the purse spray signifies birth, renewal…
but beyond all these meanings, it is an intimate object that you can secretly carry with you.
Like a lucky charm object, it invites you to an initiation along the river of life.
But nothing can come to life if the egg does not mature, does not transform :

it must be broken so that a new life come forth, a new passion can be lived .

“Flame will have its way” is linked to the Moisturizing Body Lotion.
After the purification of the shower,
 the nourishing and moisturizing action of the body lotion will smoothes your skin.
As a flame or a burning caress, the lotion will find and nourish all the parts of your body…
At the end of the ritual of preparation for love, the designer invites you with the next two lines of the poem
to begin an initiatory way to the deepness of a Kingdom, of a love…
Kingdom is the name of Alexander McQueen's first perfume, a love letter closed with a red wax seal...
But also a poem...A poem written by American poet Jorie Graham, Pulitzer Price for a collection entitled "The Dream of the Unifed Field" in 1996.
A poem which evolves gradually as the product line develops:

for each new product launch, the designer reveals a new sentence that completes the poem and is closely linked to the product it accompanies.“Step into the burning vein”, linked to the Soft Bath and Shower Gel, invites you to step into the river of life.

As with all rituals, you have to purify your body and your mind to enter the Kingdom.
It is a burning away, a destruction of all that is unnecessary.It is also a poetic play on words with the expression “step into the shower”…POEM"Pierce my heart again" opens the poem and comes with the Parfum, Eau de Parfum and Eau de Toilette.
To live to the full, let's pierce your heart and have the desire to be pierced by love.Live your passions,
provoke emotion and love intensely : this is the message of the designer...And the Parfum bottles are also shaped like a heart...
This first line is only revealed when opening the perfume box, like a secret message from the designer to the woman who wears its Parfum...