It has been a little while but the work schedule's becoming really quite hectic!
I went with Sophia to London for a day- and what a day it was! We researched and generally soaked up the high-fashion and great atmosphere that our capital city has to offer. It started from 3am (travelling up) and ended at about 5am the following morning! But this is the devotion we give to what we do.
I took lots of photos of the incredible windows on display in this fine city, but not just windows, in-store VM was also on a level quite hard to comprehend.
One of our first stops was Topshop. Now, there is one down here in Plymouth, but visually, it's nothing like the one in London. Check out these pics:
This is a display showing Topshop's Premier vintage wear 'Vintage Academe'. Great design and very effective aesthetically.
And what a good idea this is!! The trolleys remind me of street artist Banksy in a way. But yes, a brilliant concept and works so well with the styling of the display.
Not long after we went into Uniqlo, a Japanese-founded brand with a kind of technological, clean edge. This was demonstrated in their VM:
This display actually slowly turned around, enabling an all-angle view of the garments and how they hang on the body. Lots of high street retailers pin the garments at the back, making them appear better fitting from the front. But when there is a full 360° view of the product, it must have to fit perfectly all around. This gives customers more faith in the garment's quality and fit.
And look at this!!
This is Primark! Now, we love Primark, let's be honest. But did we expect a window as great as this?! It's so intriguing and full of information! Colourful, engaging and gives you so much detail about the kind of garments they sell, their style and appearance. It was about 9-10 metres long and full to the brim of garments, patterns, prints, lights, pretty props and accessories. It looked like it took a LONG TIME to prepare and complete. Primark really did look incredible.
And lastly, in my high street range, I have... Anthropologie.
Natural, earthy, pretty and slightly rustic, they honestly have a look all of their own. There's an element of farming and self-cultivation in their design.
Beautiful, intricate detailing with lots of attention to colour and placement. They seem to try and appeal to consumers by displaying what every person has in common with each other- the earth and living organisms at their most beautiful and most captivating.
It's a new store within London so would need to establish itself with the new customer base, and the first point of contact for consumers is the window displays and garments on display. We love you Anthropologie!
So now we go on to designers...
We have looked at high street windows and VM, and like it very much. But how do designer stores fare?
We went to Sloane Street, at night, to see the beautiful displays.
So check this out...
Chanel, incredible Chanel. A classic, clean, contemporary window. It's the perfect clue to what Chanel and it's styling is about. Beautifully lit, captivating and aesthetically alluring, it oozes class and sophistication, traits much like their customer. I love the huge Chanel No. 5 bottles aswell- a great touch, and an infamous element of Chanel.
Anyway, we went into Selfridges, a designer-fest, and were in awe! So many beautiful garments, and Sharon Osborne browsing Vivienne Westwood! As much as I wanted an autograph/photo/chat, we had work to do...
Temperley had this intriguing but captivating display, it had pretty frills and fabrics but with a gothic edge. And the 'snow-tree' was the perfect prop to tie it all in together.
Stella McCartney had a fun concept to her window- lettered balloons spelling her name! This pic only shows her first name, the adjacent window has her surname!
Back to Sloane Street, and when a shop is called 'Billionaire- Italian Couture', you get an idea of the sort of money needed to afford to shop there! We saw a lady, very well turned out, dressed in head-to-toe fur, with a shopping bag belonging to this store, and wanted to check it out. So here it is...
What a weird juxtaposition of high-end couture tailoring and a jungle-like backdrop with outdoorsy elements. Very clever idea that you may imagine would never work, but it does somehow! It would've been great to go inside but the store was closed :(
Dior looked sensational too.
Lovely props, and minimal design. I like how they have practically bare mannequins; you'd think they'd have to be dressed, right?! But all they adorn them in is a beautiful necklace and handbag. And let's be honest, that's all they need. Less is more as they say.
Considering the untimely death of Lee Alexander McQueen, we found a window devoted to his memory very poignant.
Very much like a scrapbook/sketchbook, this window evidences Alexander McQueen as a visionary genius, with stills of his incredible work and talent. There are also quotes from famous people within the fashion idustry, like Anna Wintour and Lorraine Candy, Editor in Chief of Elle.
"He was a genius." "A global fashion icon." These are just a couple statements on this window devoted to the famous designer. It's very sensitively put together and an apt ode to his life.
Now for my favourite window design of, well, forever...
I must say, I am quite in love. Possible the most attractive, sensational window I have ever seen. It incorporates modernity, contemporary design and great use of colour, underlining the statement 'Less is more".
Marni's window feels like a work of art. Because the props and garments are so well-placed it feels like it's kinda not real! It obviously is and I wish it was open so I could've had a good look inside. I think the window tells you all you need to know about the company though...
"Consuelo Castiglioni began creating a women's collection with precise attributes. Attributes that continue to be the hallmarks of the collection today: eclectic style, especially researched and refined materials and a production quality that ensures garments maintain a tailored aspect... In tune with this image, the architecture of our stores- designed by architectural design studio, Sybarite of London- is the fruit of ad hoc research, based on a high-tech concept modified and adapted to each location, each in a different colour theme, thus ensuring the uniqueness of Marni stores across the planet."
- Marni.com
So there you have it, my discovery of some sensationally alluring displays that truly inspire. London was so, so captivating.
Just goes to show how pretty much anything goes when thinking of interesting, fascinating concepts for window displays. Let your imagination run wild!!
L x
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