Luxury menswear brand Private White V.C. is celebrating Victory in Europe (VE) Day with a new campaign that highlights its limited-edition capsule collection, created in collaboration with The Royal Hospital Chelsea.
The campaign, produced in partnership with ZUT, will be showcased across digital platforms. It will delve into the inspiration behind the collection and include interviews with Chelsea Pensioners as well as James Eden, the managing director of Private White V.C. The brand itself is named after Eden’s great-grandfather, Private Jack White, a WWI veteran and Victoria Cross recipient.
“This campaign is about remembrance, respect, and responsibility,” said Eden. “We are not just commemorating our shared military history; we are actively supporting the well-being of the veterans who embody the best of this nation.”
The limited-edition collection features four key items: the flight jacket, cashmere submariner rollneck, RHC Tote Bag, and the RHC blanket, all crafted in Private White V.C.’s Manchester factory. These pieces will be available for purchase starting May 3, with 50% of proceeds being donated to the Chelsea Pensioners charity.
Mark Hancock, managing director and owner of ZUT, commented, “It was a privilege to work on a campaign that celebrates both exceptional British design and retired British veterans, each with their own remarkable stories. Through candid, documentary-style filming, audio-only interviews, and a blend of video and still portraits, we aimed to authentically capture the spirit of this unique collaboration.”
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