Ode to 1981
Youth fashion brand ALCOTT goes behind time to the 1981 hard rock era which was inspired by race riots in Britain and uses this as visual inspiration for presenting its new collection in its store windows. The impressions created with props and graphics create the setting for the casual wear collection.
ALCOTT, the fast fashion brand targeted at the youth launches it new windows themed on hard rock music inspired by the political and social scenario of 1981 of race riots and nonconformity illustrated clearly in the lyrics of the song ‘London calling’. “We have tried to put all the elements which will support the window concept. For example we have used the poster of the year 1981 bands like 'punk,' riots against racism and we have ropes, prints of the vintage wall, 1981 bands & tattoo posters, fencing and yes to add on element we have used wooden boxes with ALCOTT logo to it,” says Sidharth Bhattacharjee, Visual merchandiser manager, India, ALCOTT. The window, designed in the same design language of the store concept, features coordinated casual fashion looks for the boy and girl presented on casually stylized mannequin settings supported with an installation of props and graphics. Sidharth explains, “We have used props like rope net, old band posters which support them and last but not the least we have added wooden crates to enhance and bright up the window and to display products.” This hard rock vintage window campaign is planned to be featured till November, post which it will feature concepts for the Christmas and New Year season
Susmita Das (with inputs from Vaishali Tanwar)