She has finally decided not to rely on 13-year-old girls, dresses worn with no knickers, and men in skirts to get free coverage. Instead she has produced a campaign of gorgeous pastiche photographs which will hit British, French and American glossy magazines next month.
Carlo D'Amario, managing director of her independent company, which had a pounds 15m turnover last year, decided it was time for them to "grow up", as he put it. "It's a thank-you for all the years magazines have supported us without advertising," he said.
"We must become adult; we are growing up ... but we want to remain self-funded; we won't sell out." On top of the advertising, fans who haven't got the ready cash to buy a Westwood suit, (average pounds 600), will be pleased to know that a range encompassing her career from 1970, reflecting the 1976 Seditionaries collection, and the 1981 Pirates collection, is to be launched in January. It has been named Anglomania, which refers to Westwood's love of UK fashion history.
Fashion, page 12
Photograph: Paolo Barbieri