Part of the relaunch of the new identity was an exhibition in collaboration with the Röhsska design museum in Gothenburg. We showed campaign material from the early 80's shot by the acclaimed Swedish photographer Walter Hirsh. We also let contemporary photographer Annika Aschberg take new photos that were inspired by Walter's photos, and exhibited them together with the new clothes collection. To advertise this, we made a film for social media, took out magazine ads, etc. People interested not only in fashion but also in photography and design came to the exhibition which was very successful.
MQ is one of Scandinavia's leading branded fashion wear chains with 121 stores. Through a mix of proprietary brands and other selected brands, MQ offers highly fashionable clothing for men and women in attractive stores.