After being asked by editor Isabella Blow, designer Alexander McQueen decided to use his name as a brand name. Since its inception, the Alexander McQueen brand has attracted attention because the unique style of women’s outfits with the first collection called “Highland Rape”. Alexander McQueen has been honored four times by the British Fashion Council as “Designer of the Year”, the American Designer Council named “International Designer of the Year”. Alexander McQueen’s design style is not only delicate, unique but also ahead of its time, creating revolutions in the international fashion village. Remember the “armadillo” shoe in Alexander McQueen’s Spring-Summer 2010 collection has opened the trend of “crabs” around the world. This model was worn by Lady Gaga in the MV “Bad Romance” and associated with the female artist’s rebellious image. Alexander McQueen is also the designer of the wedding dress for Princess Kate, the classic dress for the baptism of the royal prince from George was also created from the hands of this famous designer. In 2006, Alexander McQueen introduced the first collection for men. In addition, the brand has a cheap brand named McQ with young people. After Alexander McQueen died in 2010, Sarah Burton assumed the main design role. Currently Alexander McQueen is present in more than 50 countries through distribution systems and stores in major shopping centers around the world, including flagship stores in New York, London, Milan, Los Angeles and Beijing.