Vivienne Westwood has recently launched its AW24/5 campaign, showcasing its high-profile pieces shot in Margate. The company aimed to capture the “faded glamour of England’s South East coast” through slashed and pierced materials juxtaposed against modern brutalist backdrops. This unconventional approach sets the campaign apart from typical coastal shoots, offering a unique and edgy aesthetic.
Creative Director Andreas Kronthaler expressed his fondness for Margate, citing it as the quintessential English seaside destination that he had always wanted to feature in a campaign. Despite the changes the town has undergone since his first visit in the late 90s, Kronthaler finds Margate to be welcoming and picturesque, with a special quality of light that enhances the photographs.
The campaign utilized various locations in Margate, including the Dreamland funfair, Margate caves, and the Nayland Rock Hotel. Photographer Juergen Teller captured the essence of the collection, which was modeled by Kristen McMenamy, Tiana Mohammed, Ines Michelotto, Hamaam Pelewura, Harry Browse, and Kronthaler himself.
The juxtaposition of Lochcarron of Scotland tartan against concrete, striped tailing against pink seaside B&B walls, and tulle with cuissardes in etched caves created a striking visual narrative. Each portrait framed the models in a unique and captivating way, showcasing the innovative design elements of the collection.
Margate’s charm and character served as the perfect backdrop for Vivienne Westwood’s avant-garde aesthetic, with its mix of traditional and contemporary elements. The campaign not only highlighted the brand’s latest pieces but also celebrated the charm and allure of Margate as a seaside destination with a rich history and vibrant atmosphere.