Dif­fer­ent Strokes Of Spring

The sea­son of change, Spring is the time for all things new. Step­ping away from the cliche, brands and re­tail­ers across the coun­try are nar­rat­ing new sto­ries for spring this year. VM&RD takes a closer look at some of the win­dow dis­plays and VM cam­paigns t

VM&RD - - Contents - Chanda P Ku­mar

Life­style, the fash­ion re­tailer from Land­mark Group, un­veiled its ‘#Trop­i­cal’ cam­paign at its win­dows and in-store dis­plays dif­fer­ently through a monochro­matic an­i­mal like the ze­bra in trop­i­cal colours along with sea­sonal trendy of­fer­ings of the re­tailer. Low on dra­mat­ics, the win­dows take on a clean look with em­pha­sis on sharp pric­ing to at­tract passersby. Ac­cord­ing to the com­pany, the aim was to reach a younger au­di­ence. Its all about sun & sport for lin­gerie ma­jor Enamor this sea­son, where its vi­brant and sporty win­dow bring in el­e­ments that res­onate a sporty beach hol­i­day. High­light­ing the ‘Enamour Sport’ range the win­dow cam­paign comes alive with vi­brant hula-hoops and beach balls and man­nequins stylised with the sport & fit­ness col­lec­tion. Cre­ated by Stu­dio J, the sim­ple yet eye­catchy dis­play works well for those adopt­ing a ‘fit & fab­u­lous’ sum­mer this year. LKS Fash­ion House, a lead­ing re­tailer in Tamil Nadu and Sri Lanka, re­cently un­veiled vi­brant sum­mer win­dow cam­paigns in­spired by the el­e­ments of the Colo­nial in­flu­ence in In­dia. Cre­ated by De­sign Pal­ette, the win­dows bring in the sum­mer hues like an art in­stal­la­tion. A mood board which re­lated to the fash­ion and ac­ces­sories used in those days like pa­per fans, um­brella and bougainvil­lea flow­ers are high­lighted. The win­dow takes on the colours sim­i­lar to the logo, hence in­cor­po­rat­ing Pink, Pur­ple and Or­ange.

Ad­ding lush green fo­liage along with beach el­e­ments such as a surf­board, Wills Life­style brought in its Spring-Sum­mer Sea­son cam­paign that was in­spired by Cuban cul­ture, as Cuba was the big­gest trend of the sea­son. A wooden struc­ture holds the fo­liage, while flow­ers and hats add to the re­laxed set­ting. A shirt was later added in the main dis­play as a cloak room to add-on to the ease-out de­tails of a beach and hol­i­day. Here the main ob­jec­tive was to high­light the spring col­lec­tion in­spired by Cuban and beach prints. As for Ray­mond, it was a min­i­mal­is­tic and nat­u­ral set­ting for its cam­paign ‘True Colours of Sum­mer, in­spired by hues of pow­der blue, tar­nish blush and ma­chine red. The win­dows bring to life the essence of the brand’s new suit­ing and jack­et­ing col­lec­tion called Ethe­real. Recre­at­ing the mood from the mas­ter shot of the cat­a­logue to a win­dow, the bare land­scape has been cre­ated with the help of dou­ble layered prints. The glass has a misty splash of colours of the sea­son to give it a sur­real look. Ex­e­cuted in 130 stores, the use of one key jacket on the win­dow draws all at­ten­tion to its unique de­sign.

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