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