Little diamond crosses in his ears, and sometimes dressed in a kilt – including when he was given the title of Commander of the British Empire by the Queen in 2004, he invented the bumster or low-cut trousers that launched the fashion for showing off your midriff. Lee (for his inner circle) is simultaneously a provocative bad boy and a fashion genius… and an assiduous businessman. He created his own brand, of which the Gucci Group became a 51% shareholder in December 2000.

The epitomal designer of fashion’s new wave, he navigates a course between charm, eccentricity and pragmatism. His shows are events, unsettling but magnificent happenings.
His strength? Looking towards the future without forgetting the path travelled. Faithful to this idea, he launched a handbag, The Novak. An instant bestseller, it is an explosive mixture of modernity and 1950’s elegance.

Alexander McQueen’s innovative approach has even seduced Puma. Mid-way between sport and fashion, his sneakers – another union between tradition and modern technology – look like an object that has landed from outer space. With his perfumes, Kingdom and My Queen, his latest creation, an unusual fragrance featuring a blend of orange and violet, he intrigues… for enhanced powers of seduction.
The Times said it as early as 2003: “in the world of fashion, McQueen is light years ahead…”