Marios In The Making
17 September 2009
HAVING done his stint on the shop floor as part of Vogue's Fashion's Night Out celebrations last week, Marios Schwab is once again making his mark on Browns. The designer has given the boutique's windows a Schwab makeover.
"We are very excited to be working with Marios Schwab on an extraordinary window scheme for London Fashion Week this winter," says Erin Mullaney, buying director at Browns - which was the first place to stock the designer's eponymous label.
"His winter show was one of the best yet and we are proud to turn over the entire run of windows on South Molton Street in celebration of this very talented and internationally acclaimed designer," adds Mullaney.
The designer has taken over every window at the store, using them to explore and further develop the themes that inspired his autumn/winter 2009-10 collection; three mannequins are dressed in identical ruby red silk grosgrain and Swarovski embellished dresses against a red and cyan acetate background - emblematic of 3D glasses (which were the invite for his show and subsequent sartorial apparatus with which to view it last season).
The windows will remain Schwab-decorated for three weeks.
Window dressing is a very traditional way of inviting a customer in, but with the increase of websites and e-commerce, how often are the shop fronts seen?
Ted Baker's initial boutique was promoted through having an innovative window design, with mechanical moving, breathing puppies in a basket, reflecting "How much is that doggy in the window." Although it didn't directly reflect Ted Baker's brand or products, it gained interest for the label from passers by. This is an example of making a traditional marketing technique (window dressing) and untraditional promotion.