Alexander McQueen was founded by designer McQueen in 1992. It was 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, 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.