Ideas
Explore the world's #1 largest database of ideas and innovations, with over 500,000 inspiring examples.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Consumer Insights
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Dashboard
Get special access to premium content, topic tracking and customizable tools through our AI-powered Dashboard.
AI + Human Methodology
Learn how Trend Hunter harnesses the power of artificial intelligence.
Assessment
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
eLearning (NEW)
Prepare for the year's ahead with 100+ lessons, tactics, tools and frameworks with our full learning database.
Advisory & Services
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Trend Reports
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Plans
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Jeremy Gutsche
Ignite your event or virtual event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Speakers & Virtual Presenters
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Contact
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
FAQ
Get answers to common questions about Trend Hunter.
Community
Stay on the cutting-edge with the help of the Trend Hunter community.
Team
Meet the team trusted by hundreds of leading businesses worldwide.
Jobs
Find opportunities to accelerate your career with the #1 Trend Firm.
News
Catch up on noteworthy Trend Hunter news and media mentions.
Join
Build a portfolio and put your trend-spotting abilities to the test.
Advertising
Supercharge your marketing by partnering with Trend Hunter.
Portfolio
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Settings
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
Innovation Events
Join the world's top innovators at our FREE Virtual events.
Free Webinars
During COVID-19, learn to innovate through chaos, navigate the new normal and maintain work culture from home.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Search our database of 389,196 cutting edge ideas.

Continuing to Push the Boundaries of Fashion

Jonathan Akeroyd, CEO, Alexander McQueen
Sarah St.Jules
May 26th, 2014
There are very few names in the fashion industry that are more well-respected, and revered, than Alexander McQueen. This fashion powerhouse is known for its incredible couture looks, as well as its awe-inspiring ready-to-wear collections. The attention to detail that goes in to each piece, as well as the nod to the classic atelier style, McQueen continues to delight its fans and the fashion community. Jonathan Akeroyd, CEO, has been with the company for the last 10 years and has been an integral part to the overcoming of tough challenges, and immense growth they have recently had to deal with. Citing Sarah Burton and her amazingly creative and hard-working team as the key to their success, this company is living up to the legend of its namesake.

5 Questions with Jonathan Akeroyd

1. How does your team generate new ideas?
I'm lucky to be a part of a creative brand. I think the special thing about us is that we always start with a blank canvas. We're not a brand that chases trends, but we succeed with having a consistency in the products that we produce. Every single season we start from scratch, and we build all our ideas around the themes we come up with. We will always introduce new techniques or have new ways of working with materials. When generating new ideas, we also begin with a lot of research. Sarah Burton, our Creative Director, wants the team to do a lot of research before they get together, and the information complied really helps to come up with those new ideas. The collaboration process is very organic because ideas constantly change and evolve.

2. How do you identify trends? What resources does your team use to spot trends and consumer insights?
I think with Alexander McQueen, the important thing is that we are not a brand that works towards trends. We have quite a unique DNA and I think that is what makes us stand alone. When you look at fashion editorials each season in magazines, where the latest trends are being displayed, rarely do you see a McQueen piece, and often the themes set will appear a year or so later. Usually what comes through is our insular approach, and at the end of the day, we don't set trends, we set new ways of working with and thinking about materials.

3. What is the biggest challenge you face when innovating?
I think our biggest challenge is that there is no compromise. Whenever there is a vision, whatever it may be needs to happen. All our teams are focused on making the original vision happen, and that can be time consuming. We have an understanding that we want to raise the bar every time we release a new line. A lot of our ready-to-wear pieces are intense because they are like couture. Our team has so much passion to make the difficult pieces work, and sometimes that means putting an incredible amount of hours into a garment that will never be commercially sold.

4. What makes an innovative culture? How do you create a culture of innovation?
Our innovative culture truly started with Lee himself. He created a culture that is still with us today. Even across all corporate or designer positions, he liked a certain characteristic of person to work for the brand, and Sarah and I now have the same approach. Everyone here is incredibly passionate about what they do and who we are. I think we are very selective at the initial hiring process, specifically when it comes to design. It's not just about talent (which is important), but it's about having the personality and passion to be here. Sarah is very hands on and leads from the front, but she also has a team-based approach when it comes to creating collections and she makes sure everyone has a key role in the process.

5. Looking to the future, how will Alexander McQueen continue to be a leader in innovation?
I think what is important for us to do is stick to our key characteristics. We're ambitious but we will, and are expected to, continue to grow. However, we need to make sure we don't get too formulaic as we get bigger, and that we challenge ourselves to do better. Ready-to-wear is our core business, and we are lucky enough to be one of the strongest brands in this sector, but we need to make sure we continue to push the boundaries of what ready-to-wear can be. It's incredible to see the intensity, focus and the unforgiving craftsmanship that our design team has, and this will continue to make us a leader in innovation.