Fashion Trends Last a Season, Style is Timeless
The new year is all about sustainability at Fenwick, Flourish Trading in collaboration with sister company Propability have produced a window campaign across nine stores. The visual creative conjures up various inspirational concepts altogether conveying a sense of newness to arrive.
Organic shaped clouds created from Gypsophila bundles were suspended from above and displayed with graphic backdrops. The dense floral arrangements included single stems of white and cream Gypsophila used together with ivory and green mini bush. The cloud creations used a selection of white and cream Gypsophila bush, supreme Gypsophila sprays and bushes as well as single stems in different sizes. In total, over 30,000 stems of Gypsophila were used to create the windows with over 400 squared metres covered in Gypsophila.
The backdrops show grainy black and white photography of old fashioned retail interiors from original Fenwick stores which capture a moment in time. The justaposition of the graphics against the mannequins styled in classic timeless garments communicates a sense of sustainability. Fashion lasting through time. The sustainability message is buy well and buy better by investing in stylish classics that last – rather than fashion trends for one season.
Baby’s Breath – an iconic symbol
The Gypsophila Bouquets, otherwise known as Baby’s Breath, offer a further iconic symbol of long-lasting love, the flower is commonly used to round out wedding bouquets and the white colour represents newness and purity.
Propability hand sculpted the various shapes and mounds which were covered in the flower, including 29 sets of wall panels, over 30 large and small mounds and sets of clouds as well as 45 Gypsophila inserts for acrylic boxes. Urns and pedestals also provided by Flourish Trading were scenically aged and painted before being dressed with a variety of Gypsophlia.