Campaign Spotlight

Campaign Spotlight: Alexander McQueen premiers Lucia: The Jewelled Satchel, a new film directed by PRETTYBIRD’s Sophie Muller

LONDON, UK — PRETTYBIRD’s Sophie Muller has directed a new film for Alexander McQueen: ‘Lucia: The Jewelled Satchel’. Award-winning filmmaker Sophie Muller recently directed ‘Storm Chasing’, a short film inspired by the Alexander McQueen Spring/ Summer 2022 collection, created in collaboration with McQueen’s creative director Sarah Burton.

Alexander McQueen is pleased to announce the new film ‘Lucia: The Jewelled Satchel’, where the bag in the title is carried by musician Lucia Fairfull, a friend and regular collaborator of the fashion house.


The short has a film noir aesthetic and is captured in Lucia’s hometown of Glasgow and locations include The Barrowland Ballroom. Lucia is filmed performing with her band, Lucia and the Best Boys. Throughout, she carries the shiny black embossed croc iteration of the Jewelled Satchel, which features its silver metal four-ring closure and iconic, crystal-studded skull. ‘The Jewelled Satchel’ was produced by PRETTYBIRD with Executive Producer Juliette Larthe and Producer Benji Landman.

Discover the #McQueenJewelledSatchel collection at

Watch here.

Alexander McQueen – The Jewelled Satchel
A film by Sophie Muller featuring Lucia Fairfull
Commissioned by Sarah Burton, Creative Director at Alexander McQueen
Global Digital Communications Director: Calandra Caldecott
Head of Production: Jude Paternoster
Production Assistant: Aliia Galimova
Director/ Photographer: Sophie Muller
DoP: Robbie Ryan
1st AC/Clapper Loader: Rory Power
Camera Trainee: Emma Dempsey
Digi Op/ Stills Assistant: Stewart Bryden
Production Company: PRETTYBIRD UK
Executive Producer: Juliette Larthe
Line Producer: Benji Landman
Runner: Jack Thornton
Hair: Simone Mason
MUA: Miranda Joyce
Design Team: Olivier Van De Velde
Design Team: Jean-Pol Fontesse

Service Production Company: LS Productions
LS Senior Producer: Ellen De Faux
LS Production Manager: Sam Barber
LS Production Assistant/ COVID Supervisor: Jamie Jordan
Gaffer: Mark Richie
Spark: Scott Buchanan
Spark: Zenon Sept
Key Grip: Richi Holt
Runner/Driver: Allan Macleod
Runner: Graeme King
Shadow Runner: Calum Mitchell
Catering: Peter Thomson
Ecolux Driver 1: Sharon Gillespie
Ecolux Driver 2: Martin Foley
Ecolux Driver 3: Jim Keen
Ecolux Driver 4: Gordon McCutcheon

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