It's Only a Game (collection)

It's Only a Game is the twenty-fifth collection by British designer Alexander McQueen, released for the Spring/Summer 2005 season of his eponymous fashion house. It was inspired by the youthful Edwardian-era clothing in the Australian Gothic film Picnic at Hanging Rock (1975) as well as McQueen's ideas about a clash of Eastern and Western fashion cultures. The collection saw McQueen updating historical silhouettes with modern touches like short skirts, as well as revisiting and reworking ideas from his previous season. Japanese influences were clear from the use of kimono-inspired silhouettes and cultural motifs like koi, while Western sportswear appeared in motocross jumpsuits and American football-inspired armour.

The runway show was staged on 8 October 2004 at the Palais Omnisports de Paris-Bercy in Paris. Thirty-six outfits were presented, grouped in thematic sets such as blonde women wearing outfits based on school uniforms. With a finale inspired by the giant chess scene from the first Harry Potter film, It's Only a Game marked a return to showmanship when compared to McQueen's previous show. The models remained on stage during the catwalk portion instead of exiting as normal. Once all thirty-six outfits had been presented, the stage lit up like a chessboard and the models, dressed to represent major chess pieces, played out a game representing the culture clash central to the collection's narrative.

Critical response to the clothing and runway show for It's Only a Game was positive, and it is well-remembered in retrospect. Critics were pleased with the return to showmanship, although there was some criticism of the reliance on reworking old ideas. Academic analysis has largely focused on the collection's influences and referentiality. Items from It's Only a Game have appeared in museum exhibits such as Alexander McQueen: Savage Beauty.