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.

VM&RD - - WINDOW DISPLAY - Sus­mita Das (with in­puts from Vaishali Tan­war)

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

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