Alexander McQueen Linen Processing = Your New Video Meditation
The process of linen beetling is strangely hypnotic, as you'll see in this exclusive process video from the brand's S/S 20 collection.
The process of linen beetling is strangely hypnotic, as you'll see in this exclusive process video from the brand's S/S 20 collection.
Alexander McQueen presents your new lockdown obsession: watching craftspeople at work creating artisanal garments. The brand have shared an exclusive video of how Look #1 (available as the SHOWstudio Design Download now) was crafted: we're talking the historic process of 'beetling' linen, which leaves linen shinier.
The linen in collection is beetled by William Clark, the oldest linen mill in Ireland. Given how coronavirus lockdown has lent us a new appreciation for watching meditative process videos (or maybe that's just me), watching burly Irish men sweep starch over fabric, and roll linen over large factory cylinders is somewhat hypnotic. Does this count as ASMR? I'm not sure, but I'm entranced nonetheless.