Executed at around 350 stores pan India, Van Heusen’s Wedding Window depicted the card game concept while the kingly avatar of suited men was embodied by “king of cards”.
Menswear brand from Aditya Birla Fashion & Retail Ltd (ABFRL), Van Heusen, has recently executed its wedding window to showcase their collection of men’s suits. Defying the regular pattern of wedding window in India, the menswear major has depicted the imagery of “king of cards” to denote the kingly look of a man.
Elaborating further on the narratives and execution to Retail4growth, Diptendu Saha, Head –VM, Van Heusen, explained, “We wanted to break away from how wedding windows are perceived in India through elaborate floral representations etc. Though the idea was to promote the suit collection for wedding, the theme of card and king brought the idea out well with more premium look.”
The window, using two mannequins each, used materials like MDF for main structure and gold foil vinyl for printing along with golden mirror acrylic.
The window was executed pan India by Brand Connexion, Catalyst Design and Megha Digital for southern, western and northern parts of the country respectively.
11 June 2020