The risks and traps fashion presents are daunting and it reminds me of that episode of Will & Grace, when Jack hires himself to create the Barney's Christmas window display and we, along with Parker Posey, see it's a complete disaster.

Jack doesn't get why Karen whipping 6 half naked body builders pulling a sleigh isn't the christmas cheer Barney's wants to spread. We get it, Posey gets it. Branding humor, ha ha! Gays love whips and muscle men, ha ha!

The displays that everyone's posted on the blog on the other hand are really smart and do hit the mark.

They're also a nice reminder that brick & mortar stores are still a critical element in reinforcing a brand as well as delivering a personal message that can be lacking with an online presence. As much as technology has changed the way we go about shopping today it still hasn't supplanted the need for the consumer to have a physical connection.

There's a healthy dose of nostalgia and an argument can be made concerning the "honesty" in new companies being able to easily acquire the reputation of tradition without actually putting in any of the time. Although considering the seemingly endless appeal of "neo-traditionalism"  and fake authenticity such arguments are strictly hypothetical.

Overall the art direction for each of these projects brings to mind William Morris in the 19'th century and his reaction towards the industrialization of product design. Both Morris and the examples of visual merchandising in the previous posts are focused on production that places a high value on exceptional craft with traditional mediums. Perhaps today's designers are rebelling against the virtual landscape the internet has created and reminding us of our emotional and human connection with consumption and shopping?

Fetishizing of the past is hardly new. What does change however is the manner that designers approach and utilize it.

Back in the 80's and 90's, for reasons lost to us today, casual dining restaurants  weren't satisfied until every available inch of their establishment was covered with random old crap. The only thing thicker than the sentimentality was the layer of dust that would inevitably cover their tin sign advertisements and rotted pair of ice skates. It was junky and cluttered and the joy they initially brought became a depressing joke and enthusiasm waned.

Allsaints Spitalfields on the other hand has a clear concept and focus that highlights the beauty of sewing machines by presenting them in a grid and perfectly lit. It will be interesting to see how perception changes in time and if Allsaints Spitalfields storefront will one day seem as inauthentic as a "home style" dinner at the local Bennigans.

There's so many avenues someone can take take that could lead them to this line of work. Of particular interest to me is illustration and James Jean's work for a Prada window display from a few years ago. It's tasteful and beautiful, traditional and modern. It ably grasps the elusive quality of fashion. Double click it to really check it out.

They extended the branding through advertising and products as well...

Also this video with music is by Coco Rosie was produced. Coco Rosie were fashionably hot at the time.

Pretty stuff, no? Doubly impressive considering that most comic book artists consider mustard stained sweats and ill fitting Wolverine tee shirts perfectly acceptable.