The Secret Behind Vivian Westwood, the 'Hip' Icon Captivating the MZ Generation [Hidden Business Story]

"Buy Less, Choose Well, Wear Longer" Fashion Philosophy
British Royal Honor... 'Most British Designer'
Activist Westwood Voices Various Social Issues
ORB, Tartan Check Designs Popular Among MZ Generation

Photo by Vivian Westwood Official Instagram Capture

[Asia Economy Reporter Kim Soyoung] "I always try to tell my customers this: Buy less, choose well, make it last."

This is the fashion philosophy of Vivienne Isabel Westwood, the founder of the British luxury fashion brand Vivienne Westwood. Based on this philosophy, she has also continued her activities as an environmental activist.

Vivienne Westwood is the only fashion brand to have received a knighthood from the British royal family and is gaining popularity among young people. What is the secret behind targeting not only the British royal family but also Korea's MZ generation?

◆The godmother of British fashion, rising as a representative of punk rock

Vivienne Westwood is known as the godmother of British fashion and a leading figure in punk fashion. In the documentary ‘Westwood: Punk, Icon, Activist (2018)’ that highlights her life, some describe Westwood as "a fashion designer, activist, and an ordinary human being." This phrase best captures her life.

Unlike her current image as the creator of flamboyant and unique fashion, Westwood was born as the eldest daughter in an ordinary family, attended a teacher training college, and worked as an elementary school teacher. This background seems somewhat distant from the typical fashion career, but she had an interest in fashion from a young age and initially enrolled in art school before turning to a stable profession.

In 1962, Westwood married Derek Westwood and took his surname. After divorcing Derek, a turning point in her life came with meeting Malcolm McLaren.

McLaren was a typical rebel of the time and the manager of the legendary British punk rock band the Sex Pistols. Influenced by McLaren, Westwood developed an anti-authoritarian attitude toward mainstream culture and learned the power of fashion as a form of expression, officially entering the fashion world.

In 1971, they created the brand 'Let it Rock' together and later changed the store names to 'Too Fast to Live, Too Young to Die,' 'SEX,' and 'Seditionaries,' undergoing several transformations. However, when the name changed to 'World's End,' they parted ways, and from then on, Westwood's solo career began in earnest.

Building on the punk culture she had pursued, she caused a sensation as an original designer with the 'Mini Crini S/S' collection presented in Paris in October 1984.

Actress Sarah Jessica Parker from the movie 'Sex and the City' wearing a Vivienne Westwood wedding dress. Photo by Vivienne Westwood Instagram capture

Vivienne Westwood's wedding dress gained attention when it appeared in the May 2008 film 'Sex and the City.' The character Carrie Bradshaw, played by actress Sarah Jessica Parker, wore this dress, which features Westwood's distinctive structural design. It was later unveiled in 2018 at the Vivienne Westwood flagship store in New York to commemorate the 10th anniversary.

◆A designer working to raise her voice... active 'activist' path

As both a fashion designer and environmental activist, she once made headlines by driving a tank to the front of the British Prime Minister's residence. This was in 2015 when the UK government approved gas development in the mid-north region. She protested, claiming that gas development technology causes climate change and threatens humanity.

This approach is also reflected in her fashion philosophy. "I always tell my customers: Buy less, choose well, make it last." She argued that ways to reduce the carbon footprint generated during production and transportation must be found. This highlights Westwood's environmental activist side pursuing sustainable fashion.

Westwood put these ideas into action. The bag collection 'Handmade with Love,' released through collaboration with the Ethical Fashion Initiative, was made by local artisans in Africa using recycled materials such as canvas, roadside banners, and brass.

Designer and environmental activist Vivienne Westwood. Photo by Vivienne Westwood Official Instagram Capture

Additionally, in 2014, she led Greenpeace's campaign to save the Arctic and personally operates the website 'Climate Revolution' to prevent global warming.

Westwood has also voiced her opinions on various social issues. In her Spring/Summer 2011 collection, she featured masks resembling those worn by death row inmates on the runway to support the abolition of the death penalty.

The UK's Independent said, "Westwood always uses fashion as a platform to express her views and tells stories that go beyond the realm of clothing." Westwood herself stated, "If I stop designing, I will no longer have my voice, and I need it," indicating she has no intention of retiring anytime soon.

◆The 'most British designer's' products captivate Korea's MZ generation

Westwood was recognized for her contributions to the development of British fashion, being named 'British Designer of the Year' consecutively in 1990 and 1991, and receiving the OBE (Order of the British Empire) from the Queen in 1992, followed by the DBE (Dame Commander of the Order of the British Empire) in 2006.

Having steadily elevated the brand's status, Vivienne Westwood is now sold in over 80 countries including the UK, France, Italy, Russia, China, Hong Kong, Japan, Korea, Taiwan, Singapore, Thailand, Lebanon, Australia, and the United States.

ORB necklace featuring the iconic logo of Vivienne Westwood. Photo by Vivienne Westwood Official Instagram Capture

Vivienne Westwood's accessories have recently sparked a fashion craze among Korea's MZ generation, becoming synonymous with 'hip.' This is interpreted as the ORB logo (planet-shaped logo) of Vivienne Westwood capturing their hearts. The logo was inspired by the 'Sovereign's Orb' used in British royal coronations, combining a cross and a planet. Westwood explained that the logo embodies the meaning of 'preserving tradition while moving toward the future,' saying, "All new design creation comes from preserving past traditions and engaging with the future."

Vivienne Westwood is also considered a luxury brand with a devoted fan base. Fans cite the ORB logo and the vintage feel reminiscent of the 1990s as the biggest attractions. This includes the tartan check pattern symbolizing the Vivienne Westwood brand. In this way, Vivienne Westwood has long been loved as a brand that embodies the era's hipness and originality.