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AW13 hits Benet­ton win­dows across the coun­try in three dif­fer­ent in­stal­la­tions which are de­signed to high­light the brand’s new col­lec­tion fea­tured this sea­son. The three win­dows fea­ture dif­fer­ent cat­e­gory sto­ries for adult and kids fash­ion.

The kid’s col­lec­tion win­dow high­lights the AW13 spe­cial bomber’s jacket made out of down feather and poly­fil. The youth fash­ion show­cases the ex­clu­sive north­ern light col­lec­tion with the use of props, graph­ics and styl­ized man­nequins. Speak­ing about the theme, An­imesh Ik­shit, Sr. G. M. Projects & VM, Benet­ton In­dia Pvt. Ltd. avers, “Back to school is ac­tu­ally noth­ing but back to ba­sic on com­mu­ni­ca­tion of the var­sity theme that is a very im­por­tant part of the fash­ion trend for AW13. It’s in­ter­play and of­fers a newer pro­por­tion, for adding an el­e­ment of sur­prise. On the con­trary, the other kid’s win­dow is ded­i­cated to bombers, which are one of the most im­por­tant col­lec­tions across brands in In­dia, this AW’13. A fo­cused rep­re­sen­ta­tion and the va­ri­ety that we man­u­fac­ture have been rep­re­sented with the set-up.” He fur­ther adds, “The third win­dow speaks of the North­ern light range. This col­lec­tion is in­spired by the Scan­di­na­vian con­cept of, ‘Aurora Bo­re­alis’. The vi­bran­cies of the ge­o­log­i­cal con­cept have in­spired our col­lec­tion.” On the con­cep­tu­al­iza­tion, the first kid’s win­dow set­ting is com­posed of props which are made out of painted sun board and placed in three di­men­sions to cre­ate the story. The sec­ond kid’s win­dow high­lights the bomber jack­ets in a spe­cial pat­tern cre­ated out of painted hang­ers. ‘ Aurora Bo­re­alis’ win­dow set­ting is de­signed to cre­ate an im­pres­sion of the Scan­di­na­vian land­scape and com­ple­ment the col­lec­tion. The theme has been fur­ther ex­tended in-store in its fo­cal points and key high­light points. The brand plans to fea­ture the win­dows till the end of Novem­ber

Sus­mita Das

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