What do you get when you add the designer power couple Vivienne Westwood and Andreas Kronthaler, the brilliant photographer Juergen Teller, and the forever iconic Pamela Anderson? Answer: a stunning campaign and a collection that actually makes you think.
Inspired by the Mediterranean, the collection celebrates the beauty of Europe. Kronthaler spends a lot of time in Italy, creating most collections in the studio there, and has thoroughly fallen in love with the beauty of the continent, “After all these years we have fallen in love with Italy and the Mediterranean. I love the sea and being close to it – I thought ‘I want to make the summer collection about the Mediterranean’, an homage to the people and the place.”
Shooting at Teller’s home in Greece, the campaign is colourful, chaotic, and slightly apocalyptic. Done to highlight the beauty of the ocean as well as the undercurrent of what is currently happening there, it’s a brilliant, classic Westwood campaign. As Andreas says, “I love the light. I love women wearing hardly anything- going to the market in their bikinis, lunch with friends- a bowl of spaghetti. Things are simple. But at the same time it makes you think – thousands and thousands of migrants moving across it every day- using the sea as a passage.”
The joining of fashion and activism is inherently Westwood, and Pamela Anderson attributes her realisation that one should not be silent about cultural issues to lessons she has learned from the fashion legend. “I have learned from Vivienne that each day is an opportunity. That I cannot be silent. I must be specific and work very hard every day to engage in the world. As a reader and art lover – and activist.”
What has been created is a collection which is visually stunning and a campaign which is strikingly meaningful. For both the art and the activism, this campaign is about to make waves.