Alexander McQueen S/S 1998, initially entitled as ‘Golden Showers’ then changed into ‘Untitled’
"When Alexander McQueen drenched his models with ‘golden showers’ (actually water lit with yellow light) as they came down the catwalk, fashion exemplified the way that trauma was turned into spectacle through the theatratical staging of transgression. In a show sponsored by American Express and art-directed by Simon Costin, McQueen harnassed the idea of the ‘money shot’ of pornography to fashion promotion; when American Express vetoed the show title Golden Showers he renamed it Untitled, the ironic parody of art titles. McQueen’s shows, in common with other London-based designers’ shows in the mid-1990s, demonstrated a fascination with artifice, drama, spectacle, transformation and occasionally horror, enacted on and by the figure of the fashion model on the catwalk.
Text is taken by me from Evans, Caroline. Fashion at the Edge: Spectacle, Modernity and Deathliness. New Haven: Yale UP, 2003. 237. Print.