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.
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.