Elle in autumn
French couturier brand Elle, brought into India by Arvind Lifestyle Brands, unveiled its autumn collection through two exclusive window themes to draw attention to its portfolio of premium wear apparel, footwear, lingerie and bags.
A popular name in the International fashion genre, 'Elle' has launched exclusive stores offering fast fashion western clothing for women across major markets in India. For this autumn the brand has presented two window concept installations, themed as ‘Into the Wild’ and ‘The Evening Collection’ to promote distinctly different fashion statements. “In the case of ‘Into the Wild’, the Elle window celebrates a return to nature in an urban setting epitomizing nature in its minimalistic sense. The connection has been highlighted using Autumn backdrop with bare branches and blue jays and anchoring this in the ensemble using a white background and floral or ditsy prints,” says Mohita Rastogi, Head of Design and Visual Merchandising. This theme is based on interpretation of the design by drawing its inspiration from birds and tree motifs in a modern landscape. The props and graphic impression represents a bond with nature and presents a coordinated collection of this fashion theme. Interestingly the signature Elle podiums used in the windows use tall stack of Elle Magazines, a part of Lagardere Active Group that owns Elle Fashion, to add a quirky connect. The other theme, ‘The Evening Collection’ window very gracefully seeks to portray the Parisian sidewalk café setting in the evening replete with lamppost and wrought iron café seating setting. The window promotes the evening wear collection with plaids and black dresses. The window back drop carries graphics with impressions of Elle magazine spreads. “The windows are normally used to symbolize a collection for the season and are a natural extension of the design theme used for the collection. The visual representation seeks to communicate the inspiration and the story behind the collection and paints a visual picture for the consumer of what the theme is about,” says Mohita. The store, with its fast forward fashion strategy, introduces new styles every two weeks and as a support for this these window installation are planned to be featured for a period of 6 weeks across all its stores