VM&RD - - CONTENTS - Mansi Lavsi

Pop­u­lar Amer­i­can up­scale cloth­ing line brand launched its new spring sum­mer fash­ion collection cam­paign in a stylish beach theme. Though quite com­mon for a spring sum­mer collection the im­agery and in­stal­la­tion has been ap­proached with panache. Vi­su­als taken from the SS’14 cam­paign fea­ture mod­els which make your heart skip a beat. Life-size im­ages of such mod­els by the beach take the po­si­tion of the back­drop with the sparkling ocean and the Cal­i­for­nia sun­shine com­plet­ing the pic­ture. The La­guna beach with its lush sand and trop­i­cal palm trees draws an en­tic­ing pic­ture for the on­looker. The scenery is cho­sen care­fully to com­ple­ment the cam­paign but the el­e­ment of panache is rep­re­sented by the mod­els with their skin beam­ing in the sun and tou­sled up hair sug­gest­ing fun and frolic on the sea. The brand is pri­mar­ily a denim re­tailer and fo­cuses on its denim dis­plays in the win­dows. The Guess Girl Collection for SS’14 of­fers a range that com­bines a fem­i­nine ap­peal with the ca­sual look. The Guess Guy range has den­ims as the high­light of the sea­son with olive greens and khakhees giv­ing the neu­tral touch to the rugged collection. The win­dow dis­play fo­cuses on the right gar­ments to be dis­played at the fore. They are in sync with the back­drop. The size and

im­pact of the back­drop is such that it is the first thing that the cus­tomer reg­is­ters. Ac­ces­sories are dis­played in their sub­tleties to com­plete the dis­play wardrobe and bring in the ac­cent of glam­our which the brand sports. The dis­play sys­tem used ad­vo­cates the na­ture of the den­ims. Lad­ders made us­ing ropes and ris­ers make for land­ings for the den­ims. New styles are ex­posed by hang­ing them on ropes. This sys­tem ex­presses a ca­sual out­look with a chic blend cre­at­ing a de­sir­able im­agery. River rocks, not a very no­tice­able prop, but of­fers a brief in­tro­duc­tion to the theme. The win­dows are based on wooden floor­ing which is in­dica­tive of a ca­sual but pol­ished ad­vent. The red man­nequins in the win­dow add a dash of colour that is in sync with the sig­na­ture colour of the brand and cre­ates ap­peal­ing dis­trac­tion in an other­wise mono­chrome tem­plate. Over­all, a sim­ple ap­proach that speaks vol­umes in terms of im­age and style and com­mu­ni­cat­ing its sta­tus as a niche ca­sual brand

VM Head

Shreya Amin

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