ENB’s campaign features Westwood’s fashion Vivienne Westwood is rebranding the English National Ballet with a campaign that shows the dancers wearing her label's looks. "I am thrilled that Vivienne Westwood has agreed to let us use her clothes in our first campaign," ENB artistic director Tamara Rojo told Vogue UK. "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, which aims to make the ENB contemporary, accessible and relevant whilst remaining true to its history, incorporates a new logo and website. Creative agency The Beautiful Meme helped Vivienne and the ENB in their efforts.
"It is about taking dancers out of tutus and moving away from conventional backstage images to show the intensity and creativity of the dancers," The Beautiful Meme creative director Tom Sharp explained to Vogue. "The Company's directive is to respect the tradition of ballet but build on it, and our copylines 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."