Pepe Jeans

VM&RD - - CONTENTS - Mansi Lavsi

Fash­ion Denim brand Pepe cre­ated an in­spi­ra­tional wall dis­play in­stal­la­tion in­spired by youth cul­ture to present and com­mu­ni­cate new collection of in­ter­na­tional fash­ion. The denim in-store dis­play crafts a vis­ual en­tity where fash­ion and cul­ture cul­mi­nates in a well-com­posed col­lage where the denim dis­play weaves the den­ims and rusted props in a sin­gle com­po­si­tion. The con­cept was to give the dis­play a ‘junky’ look. So rusted props were used to give a rough feel to the en­sem­ble, says Te­jaswini Nigam, VM Man­ager, Pepe Jeans In­dia Pvt. Ltd. New styles to be pro­moted, which in­clude new fits and washes in­tro­duced this sea­son, are a part of the dis­play col­lage and hung on the fo­cal wall in funky ways. The mer­chan­dise dis­play be­low the wall pre­sents the en­tire collection in color and washes in neat sized stacks in wooden bins. The rus­tic dis­play story is cre­ated with the use of im­agery through ap­pro­pri­ate props, forms and con­fig­u­ra­tions that com­ple­ment the new collection fea­tured this sea­son in their stores. Ropes pass­ing through pul­leys in dif­fer­ent di­rec­tions cre­ate a ran­dom pro­file to dis­play the prod­ucts at dif­fer­ent lev­els and at the same time work as an im­por­tant fea­ture of the con­cept. The dy­namism in the den­ims comes through with the an­tique us­age of props. Trunks are used to stack and hang den­ims hap­haz­ardly. Af­ter all, ‘un­or­ga­nized’ is a fash­ion state­ment here. Other props like lanterns and spools bring in the touch of vin­tage fea­tures. The num­ber 73, the brand trade­mark is hung just like the den­ims, in­di­cat­ing the par­al­lels of the brand with its sig­na­ture prod­uct. In­com­plete with­out a back­drop, a huge white Union Jack logo of the brand man­i­fests on the denim wall. Above all, the an­tique look is com­ple­mented with the light­ing which is kept dim enough done to suit the needs of the con­cept and stark enough to high­light the dis­play. Fine crafts­men­ship, qual­ity, in­ter­na­tional stan­dards and a youth cul­ture are the pro­pogat­ing at­tributes of this wall. The in­her­ent ideas show­cased here show their loy­alty to the brand sig­na­ture and the vi­su­als on which the brand has carved its niche in­ter­na­tion­ally

VM Head

Te­jaswini Nigam

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