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
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.