Luxury menswear brand Private White V.C. will mark Victory in Europe (VE Day) with a new campaign for its limited-edition capsule collection designed in collaboration with The Royal Hospital Chelsea.
Produced in partnership with ZUT, the campaign will run across digital channels. It will explore the inspiration behind the brand’s collection and feature interviews with Chelesa Pensioners and managing director of Private White V.C, James Eden.
The brand was named for Eden’s great-grandfather, WW1 veteran and Victoria Cross recipient, Private Jack White.
“This is about remembrance, respect and responsibility,” said Eden.
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“We’re not only celebrating our shared military roots, we’re actively supporting the well-being of the Veterans who represent the very best of this nation.”
The collection features four pieces: the flight jacket, the cashmere submariner rollneck, the RHC Tote Bag and the RHC blanket, all of which were made in the brand’s Manchester factory.
It will be available to purchase from 3 May, with 50% of all proceeds being donated to the Chelsea Pensioners charity.
Mark Hancock, MD and owner of ZUT said: “It was a privilege to work on a campaign that celebrates both exceptional British design and retired British veterans, both of which have unique stories we wanted to honour.
“Through candid documentary-style filming, audio-only interviews and a mix of video and stills portraits, we hope we have authentically captured the spirit of this special collaboration.”
