COMMUNICATION AND MEDIA

Vivienne Westwood

2011/2012

Winter Campaign

LinLin Kearney

Shira Kela

Stefanía Fanney

 

 

 

 

 

 

 

CONCEPT  

Winter 2011/12 campaign and runway show for her MAN collection.

The theme of the campaign and runway is “Arabians nights”.

Inspired by the artists from the romantic art movement such

as Delacroix in 1834, who shocked French citizens with his

paintings of exotic Algerian women sitting on the floor. The

collection is inspired by the exoticism of Arabian style

clothes. Westwood always’s themes her collections on very

specific current events or other social themes. For this

collection she was commenting on the conflicts caused by the stigma people have of the

arab style clothing that people associate with terrorists. The

collection and campaign is to bring the focus off the wars and

conflicts and to bring out the amazing style and beauty of these

garments.

The collection features lots of earth

tones, deep blues and magentas, rich gold embroidery, Persian

rug inspired patterns, head pieces, long draping clothes, thick

wool suits, light baggy shirts and galabia (long knee/full

length tunics).

Music  

Westwood never uses any TV spots, only print advertisements and therefore no music is

required. The runway show will feature world music, specifically the Israeli band, Balkin

Beat Box – Habibi. This style of music goes hand in

hand with the coloring and messages sent in the

advertisements.

The runway show will continue with the collection

theme of Arabian nights and feature the guests sitting

on the floor on giant wool rugs, big pillows with embroidery and sequins, candles and

low-lit red lamps. The runway will also be on the floor with models walking over the

Persian rugs with red soft lights illuminating them.

 

CAMPAIGN    

Casting  

Westwood always chooses models with their own unique style, she tends to shy away

from the standard waify, no characteristic, model type. She wants her model to have a

strong personality, attitude, character that are capable of wearing and pulling off the look

of her garments. She also uses models of every race. For our campaign we have chosen 6

male models of all ethnicity. We have chosen models with strong features, obvious

characteristics and ones that have the “x” factor.

 

 

 

Location  

The campaign photos will be taken in London in a city/urban scene to contrast with the

ethnic, Arabian style garments. At the same time this juxtaposition will exemplify how

the clothes can be worn in an urban

environment. Her clothes although

extravagant and high fashion always have

a certain edge, attitude and urban feel.

Her previous campaigns are always

contrasting the elaborate clothing with

the location, for example haute couture

dresses worn in a laundry mat.  

Colouring  

The colours featured in the collection

are earthy tones, deep blues and

magentas, rich gold embroidery and

persian rug inspired patterns. Her

brand image is bold, eclectic and

never confides to society or trend

constructs. Most winter collections

tend to focus on darker more

conspicuous colours; blacks, greys,

navys and browns – whereas

Westwood always endeavors to break the norm and create colours and garments that

stand out and are bold. The bold colours will be contrasted with the grey urban scene of

the city. This will exaggerate the already electric colours of the garments. Colour is very

important to this brand, the stark colours define the their image, values and beliefs; bold,

breaking the rules.

 

Tone    

The initial tone of the campaign on first glance comes across confronting and bold, using

the Arab style clothes in a western country setting to shock viewers. The style of clothing

is normally seen in Arab nations on people that are generally, due to recent media,

associated with terrorists. But underneath this initial tone we have encoded an irony –

take away all the media and politics and wars, these are just garments and we want people

to see this and instead of thinking of the stigma associated with Arab clothing and the

conflicts in these countries but just the clothes for what they are, beautiful and exotic.