Alexander McQueen is a British luxury fashion house founded by designer Alexander MCQUEEN in 1992. Its current creative director is Sarah BURTON. It was by the suggestion of Isabella BLOW that MCQUEEN use his middle name for the label. The house's early collections developed its reputation for controversy and shock tactics (earning the title "l'enfant terrible" and "the hooligan of English fashion"), with trousers aptly named "bumsters" and a collection entitled "Highland Rape." Alexander MCQUEEN staged lavish and unconventional runway shows, such as a recreation of a shipwreck for his Spring 2003 collection, Spring 2005's human chess game, and the Fall 2006 show, "Widows of Culloden", which featured a life-sized hologram of supermodel Kate MOSS dressed in yards of rippling fabric. In total, MCQUEEN designed 36 collections for his London label, including his MA graduate collection. In December 2000, the Gucci Group acquired 51% of his company and appointed him as Creative Director. MCQUEEN's suicide was announced on the afternoon of 11 February 2010.