Sus­tain­able Sum­mer Fash­ion

VM&RD - - WINDOW DISPLAY - Vaishali Tan­war

Benet­ton Kids launched its sum­mer ca­sual col­lec­tion for kids in a co­or­di­nated win­dow in­stal­la­tion con­cep­tu­al­ized on the theme of eco friendly way of life vis­ually demon­strated through the use of com­ple­ment­ing ele­ments. Sum­mer is as­so­ci­ated with the fresh­ness of cit­rus fruits like lime and lemon. Benet­ton took this and added to it a twist of eco mes­sage fo­cus­ing on sus­tain­abil­ity, as part of the brand’s de­sign re­spon­si­bil­ity. “The win­dow is ded­i­cated to the pro­mo­tion of green as­pect of the so­ci­ety that re­quires im­me­di­ate at­ten­tion. Us­age of plas­tic is syn­ony­mous to paral­y­sis of the earth and a bal­ance ap­proach has been taken, to not pro­mote plas­tic and our ob­jec­tive is ex­actly that. The win­dow is aimed to­wards bring­ing aware­ness of global warm­ing and how sim­ple ob­jects de­spite its plas­tic na­ture or geo-haz­ard can beau­ti­fully be amal­ga­mated for im­pro­vised us­age and vir­tu­ally hold­ing on to the car­bon foot­print a bit longer. The guilt of us­age of non sus­tain­able ma­te­rial can only be marginal­ized in a world of to­day when we max­i­mize us­age of th­ese ma­te­ri­als to be dis­carded to a max­i­mum be­fore re­cy­cling,” says An­imesh Ik­shit, Se­nior Gen­eral Man­ager Projects and Vis­ual Mer­chan­dis­ing, United Col­ors of Benet­ton. Empty plas­tic bot­tles are used in the back­drop de­pict­ing reg­u­lated wa­ter sup­ply to plants with drip­ping wa­ter from th­ese bot­tles that keep the flora alive dur­ing the scorch­ing sum­mers. Con­trast­ing the ‘greens’ are yel­low ‘ lemony’ smi­ley balls that add cheer to in­stal­la­tion con­cept. The sum­mer kids col­lec­tion is co­or­di­nated on ca­sual man­nequins in re­laxed poses. The win­dow was ex­e­cuted pan-In­dia for the brand’s kids’ out­lets from the first week of April to the first week of May

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