Alexander McQueen is renowned for being Innovative, emotional, romantic and uncompromising, the house which has become synonymous with modern British couture. Integral to the Alexander McQueen culture is the juxtaposition between contrasting elements: fragility and strength, tradition and modernity, fluidity and severity. A Passionate and profound viewpoint is realized with respect and influence for the arts and crafts tradition. Sarah Burton, was appointed Creative Director in May 2010 of the Alexander McQueen brand having worked alongside the founder Lee Alexander McQueen for over 14 years and has since continued to design and produce collections acclaimed for their technical excellence and craftsmanship.