Only

ONLY’s sec­ond edi­tion of Den­i­mize the World cam­paign ar­rives in In­dia with the spirit of high­way cruis­ing and grunge of gas sta­tions in their windows.

VM&RD - - Contents - Satarupa Chakraborty

Den­ims are no longer sea­sonal and it’s the most re-in­vented sil­hou­ette that has given the test of time. This dik­tat prompted fash­ion brand ONLY to bring sec­ond edi­tion of the brand’s "Den­i­mize the World" cam­paign to In­dia. With a whole range of den­i­mized tops, shirt dresses, dis­tressed jack­ets with state­ment graph­ics, mes­sag­ing and em­broi­dered de­signs etc be­fit­ting the sum­mer fash­ion, the Den­i­mized Gas Sta­tion Win­dow has been launched across 37 ONLY stores across the coun­try.

“Gas Sta­tion – the idea was taken from the dusty, aban­doned gas sta­tions that you can see when rid­ing the Route 66. As den­ims were cre­ated and brought to life in the States, the win­dow con­cept finds its root at the Route 66. While con­cep­tu­al­iz­ing the win­dow, we could eas­ily imag­ine group of friends rid­ing the Route in their cozy denim wear while hav­ing fun all the way only to pull over at gas sta­tions. We have cre­ated the back­drop to set the aban­doned grungy uni­verse and to place our cus­tomers in the scene. The main el­e­ment of our win­dow is the gas pump, dressed in denim, as the con­cept is sup­port­ing our Den­i­mize The World cam­paign,” in­formed the spokesper­son from VM team of ONLY In­dia.

The pump, wear­ing a denim fab­ric, had MDF, rub­ber pipe and metal for the han­dle while the mo­tel de­sign stand is made com­pletely of metal, vinyl sticker, sun board let­ter­ing, denim fab­ric. The setup is in­stalled on a back­drop of a grungy can­vas to de­pict the whole high­way mood. “We en­sured max­i­mum at­trac­tion with min­i­mal use of man­nequins,” the spokesper­son added.

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