Vivienne Westwood and Lee set off viral marketing

Vivienne Westwood and Lee create a buzz. Autumn 2010, the season for their joint launch (following on from spring/summer), marks the creation of Active Resistance. An interactive online campaign inviting us to propose, via a photo and a slogan, a marketing concept for the designer: "The main idea of Active Resistance is that you get out of life what you put in and that real world experience involves thinking."

Vivienne Westwood Anglomania and Lee catwalk at Paris Fashion Days in July 2010

After one hundred days, one photo will be chosen and published onto the site www.ar100days.com. An exhibition with the strongest photos will close the project in London. It all kicks-off at London's Fashion's Night Out celebrations on September 8.

Westwood's comeback program

The festivities start on September 8th with the campaign publicity, but also with a film looking back at Vivienne Westwood's jeans line in the London boutique (44 Conduit street, Mayfair, opened in 1997).

A few days later, there's Fashion Week. The Red Label catwalk will take place on the 19th at 5.30 p.m. in The New Connaught Rooms and will be followed by, the next day, a private opening in Selfridges to celebrate the exhibition dedicated to Vivienne Westwood shoes (nearly 200 articles are on show from August 26- September 22).


Original by Julie Mangaud. Translated by Rosie Hart