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)

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