The Brand
every detail matter
The concept
MCWHIRTER is a unisex streetwear brand that pays homage to bodies through photography.
Each piece is the result of a meeting with the models we've selected. After an interview about their five senses and their relationship to the body, each model was free to show whatever he or she wished, from the hand to the entire silhouette, so that the photos are the fruit of a true collaboration.
We rework the photos according to the house's identity, before designing the pieces which then take the model's first name, to which we add a quote from the interview.
The house is committed to offering unique, timeless and sustainable experiences, which is why everything is made to order in eco-responsible recycled cotton. As our collections are limited drops, the pieces are numbered and signed by the craftsman who made them.
The Founder
Lorcan McWhirter, founder of the MCWHIRTER brand:
Lorcan McWhirter is a young fashion designer and photographer, having previously worked for such houses as Azzaro, Christian Dior, Francesco Smalto, Fogal & Cala.
Franco-Irish, he is a graduate of Atelier Chardon Savard and Cours Florent. He recently joined the young talent program at the Institut Français de la Mode incubator in Paris.
Our mission
Paying homage to the bodies that wear fashion
MCWHIRTER is a unisex streetwear brand that celebrates the body in all its forms, placing photography at the heart of its creative approach. Each garment features an artistic photograph of a naked body, accompanied by a personal quote from the person who posed. This approach aims to highlight the universality and beauty of the human body, while breaking with traditional conventions.
We're committed to de-xualizing the nude body in art and fashion, and elevating it to the status of a noble and legitimate subject, far removed from the objectifying gaze. Too often, the fashion industry reduces the naked body to an object of desire, with an over-representation of female bodies in a sexualized posture. MCWHIRTER aims to challenge these prejudices and offer a new perspective, where all bodies are celebrated for what they are: unique expressions of human individuality.
Each piece in our collection is a work in its own right, where the body becomes the center of attention, not for its sexual aspect, but for its importance as a bearer of emotions, stories and identity.
What would fashion be without the bodies that set it in motion?
