Vivienne Westwood gave the English National Ballet an haute makeover for the dance company’s first campaign. The dancers are dressed in the iconic British designer’s high-fashion creations, which give the images a dramatic edge. The result — the dancers posed against a decaying Victorian backdrop — looks more like an elaborate fashion editorial than an ad campaign to promote a classical ballet company.
“I am thrilled that Vivienne Westwood has agreed to let us use her clothes in our first campaign,” said ENB artistic director Tamara Rojo, according to British Vogue. “It’s a dream come true to be able to collaborate with someone of such stature. Her designs capture the creativity and ambition of our dancers who, in turn, add drama and movement to the clothes.”
The creative collaboration came about thanks to the work of creative agency The Beautiful Meme. “It is about taking dancers out of tutus and moving away from conventional backstage images to show the intensity and creativity of the dancers,” said The Beautiful Meme’s creative director Tom Sharp.
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Images: English National Ballet Vivienne Westwood Campaign/Courtesy Vivienne Westwood