Part of the house of Alexander McQueen, creative platform MCQ is the first of its kind, inviting select creatives to collaborate on product and content resulting in collections which possess a unique visual language, narrated by a collective voice. The label gives collectors ownership and expression of their MCQ items through innovative technology. Each collection tells a unique story, the fully technology-integrated garments feature an icon tag with an embedded NFC chip offering proof of authenticity, unique opportunities for collective creation and peer-to-peer trading using blockchain technology.