Vivienne Westwood chooses Margate as latest campaign backdrop

Vivienne Westwood has unveiled its AW24/5 campaign with its high-profile pieces shot in Margate, making the most of “the faded glamour of England’s South east coast”.

The company said that “slashed and pierced materials echo historical clothing, photographed against modern brutalist backdrops”.

That means “Lochcarron of Scotland tartan versus concrete and striped tailing staged with the pink walls of a seaside B&B. Tulle and cuissardes in etched caves, a black wool dress coat and grey clouds overhead. Each portrait frames the sitter”.

It certainly different from the coastal shoots that many luxury labels opt for with it being about as far from sunshine, sea, sand, palm trees and cocktails as it’s possible to get.

Creative Director Andreas Kronthaler said: “I went to Margate for the first time in the late 90s, it seemed to me the most quintessential English seaside place, therefore I always wanted to do a campaign shoot there. Of course it has changed a lot since then. It’s a place I feel comfortable and welcome, I find people extremely sweet and friendly. It is very picture and there is a certain light there which must have to do with the seaside air. It’s perfect for photographs.”

The shoot made the most of one of Margate’s major attractions, the Dreamland funfair, as well as the Margate caves and the Nayland Rock Hotel.

Juergen Teller was behind the camera with the collection modelled by Kristen McMenamy, Tiana Mohammed, Ines Michelotto, Hamaam Pelewura, Harry Browse and Kronthaler himself.