Apparently, development of the brand's men's collections was a priority for both McQueen and the Gucci group. Underwear may be the starting point, but they'll move on to sleepwear, swimwear and various other products in time for next summer.
Production was licensed out to Italian-based Albisetti SpA--they produce swim for Cavalli and Galliano, too--but McQueen led the creative process, including the packaging which was shot by Alasdhair McLellan.
A campaign is set to debut next fall, and we can't help but wish he'd worked on some women's underpinnings, too. His successor, or design team, will probably seize the opportunity to expand into lingerie, but we'd have loved to see the original work this season's feathers into a fashion forward teddy.