Article from Vogue:
VIVIENNE WESTWOOD is helping rebrand the English National Ballet with a new campaign that shows the ballet dancers wearing the label's creations. The imagery aims to celebrate a fusion of modernity and tradition.
"I am thrilled that Vivienne Westwood has agreed to let us use her clothes in our first campaign," said ENB artistic director Tamara Rojo. "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 rebrand features a new logo, new production imagery and a new website, as the ENB strives to champion ballet as a historic art form, while making it contemporary, accessible and relevant. Westwood was chosen as the first of many collaborators to emphasise a "non-conventional but classical image". The campaign - which a Westwood spokesperson described as "a perfect collaboration of English tradition" - was formulated with the help 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 creative director Tom Sharp. "The Company's directive is to respect the tradition of ballet but build on it, and our copy lines are designed to reflect but challenge a perceived view of the art form. Tamara Rojo inspires unusual collaborations so to create a campaign that combines choreography, amazing fashion and beautiful photography demonstrates her ethos in every single image."
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