To mark VE day, luxury British menswear brand Private White V.C. has launched a limited-edition capsule collection in partnership with The Royal Hospital Chelsea.
The campaign was produced in partnership with ZUT and is a touching exploration of the inspiration behind the four-piece collection, featuring interviews with iconic Chelsea Pensioners and James Eden, the great-grandson of Victoria Cross recipient Private Jack White V.C. and designer of the range.
The campaign is live on digital channels and available to buy now, in honour of VE Day.
The capsule includes four commemorative pieces: the Flight Jacket, the Cashmere Submariner Rollneck, the RHC Tote Bag and the RHC blanket. All garments were designed and made in Private White V.C.’s Manchester factory, continuing the legacy of military grade garments crafted into exceptional British menswear.
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Through compelling interviews and docu-style filming, the campaign brings to life the inspiration and development of each item in the collection, bringing viewers into the pensioners’ stories and the intimate world of bespoke tailoring.
“This is about remembrance, respect and responsibility,” said James Eden, managing director of Private White V.C. and great-grandson of Private White V.C. “We’re not only celebrating our shared military roots, we’re actively supporting the wellbeing of the Veterans who represent the very best of this nation.
“Their creative vision and approach perfectly captured the essence of our partnership with The Royal Hospital Chelsea. Launching this collection on VE Day feels particularly special, a moment to reflect on the sacrifices made and to celebrate the enduring military spirit represented by the Chelsea Pensioners. The resulting campaign not only showcases the exceptional craftsmanship of the collection but also beautifully tells the human stories behind it, underscoring our shared military roots.”
Mark Hancock, MD and owner of ZUT added, “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.”
Private White V.C will donate 50% of its proceeds from the range directly to the Chelsea Pensioners charity, with the aim of funding a full-time nurse.
