Autumn/Winter 2016 Campaign

Private White V.C.

Art Direction. Photography. Integrated creative.

Starting point.

A new collection for a new season – and a fresh Private White VC photoshoot which needs to exude the quality and attention to detail the brand is famous for. Also, a new audience to consider – as the very first womenswear range is launched.

Taking the brand further.

We understand what’s expected from the photoshoots we direct for Private White VC and we always deliver. But we want to constantly surprise and delight too – coming up with interesting ideas and treatments to keep everything invigorated.

On this occasion, we took inspiration from the photography of Norman Parkinson and Martin Parr to give the campaign a beautifully authentic look and feel and helped connect the clothing to the landscape.

The campaign was classically shot in black and white – and on film – which created a timeless, fashion-fad-free look. And combined with the clean, simple styling, we had something which perfectly appeals to our core 30+ market and our female audience.

What happened next?

The key pieces featured in the shoot have sold wonderfully well, delivering an associate increase in revenue.