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Our 2010 Campaign of the Year Award Goes to Alexander McQueen's Snake-Filled Ad With Raquel Zimmermann

2010 Campaign of the Year: Alexander McQueen S/S '10

Even if you suffer from ophidiophobia (fear of snakes) there’s no denying that Alexander McQueen’s S/S ’10 ad campaign is incredibly striking. Starring model Raquel Zimmermann and captured by Nick Knight’s lens, the image took its cue from the designer’s S/S ’10 collection, which featured reptilian themes in both the clothes and the show. The vibrancy of the colours, the arrangement of the snakes around Raquel’s never-ending limbs, the details of her just-visible rainbow print bodysuit and the attention given to those armadillo shoes combine to create a fantastical campaign that is true to McQueen’s out-of-this-world vision.

Whether the snakes were real or not, for an image to encapsulate McQueen’s season and divide fashion fans — people either loved it or were a little grossed out, though most of you thought it was amazing — means the designer, model and photographer were doing something right. And can you remember another campaign that was so attention-grabbing and had so many talking points? In that case we can probably all agree that Alexander McQueen takes the crown for 2010 Campaign of the Year.

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