A face of fashion - peeping into the world famous window culture of Shanghai

The window, originally the carrier of the performance of goods, has produced its own soul and life in the long evolution of the design, and has risen into a blend of brand culture and business inspiration. In addition to the appeal of merchandise, the excellent window design expresses a broader and deeper humanistic concern or artistic style in an indirect form. The window design requires utmost effort to highlight its personality, clear and distinct in form or image, making people clear and fresh in their memory. The windows of famous brands invariably highlight their own logos in a special way. For example, we are familiar with CHANEL, as the embodiment of luxury and elegance, its window design will always give people an elegant and noble atmosphere. With KENZO, a designer floral motif, each season's display window displays the charm of the flowers in a fancy manner and color, which fully reflects the brand's love of nature.

The window design expert MARTIN MPEGLER has a classic saying: The best windows are designed with cheap, readily available, recyclable materials. Therefore, the most talented designers are the masters who can turn away and become miraculous. Using the most common materials, they can best convey their emotions through creativity, styling, color, and lighting. ROBERTOBACIOCCHI, PRADA Group's "Queen" designer, mastered the PRADA global showroom fashion pulse. The windows he designed always use the simplest colors and the simplest space shapes. This not only looks noble and elegant but also does not affect the color of the clothing itself. He not only built a business platform for PRADA, but also created an elegant art atmosphere. Nowadays, more and more top window designers in the world use their own ingenious ideas and grasp of fashion elements to show the endless charm of the window.

Standing in front of LouisVuitton's window, there is a modern atmosphere. After designing Golden Boy Marc Jacobs as design director of Louis Vuitton, he integrated his usual minimalism into Louis Vuitton's traditionally classical image.

This season's window is pink and purple as background, cleverly integrated into Louis Vuitton's classic Monogram and Damier pattern. The windows are large and there are not many products displayed, but each one is a classic of LouisVuitton, which makes it particularly atmospheric.

CHANEL Chief Designer KARLLAGERFELD once said that we have to create desires and needs for people, rather than the envy of them when they look at others. CHANEL's window fully confirms this, and the two models wearing CHANEL classic tweed suits have attracted the attention of numerous FANS.

Any CHANEL store is modeled after its head office at 31 CAMBON Street in Paris, and it always maintains a low-key and luxurious style that is well-known. Following the usual concise style, the goods shelf is simple and spacious, making the double C logo pattern bag that symbolizes CHANEL classic design very striking. The noble CHANEL set is placed in the center so that customers can feel CHANEL's eternal elegance as soon as they enter the store.

When you enter the BURBERRY store, you know that BURBERRY is no longer only a grid. This ancient British brand with nearly 150 years of history is recreating traditions.

The advertisements on the display countered BURBERRY's consistent elegance and dignified style. The picture was full of youthfulness and enthusiasm, presenting the richness, romance, and intellectuality of England's last century in a modern way. Monotonous plaids are simplified into elegant lines and even become lively geometric figures. Having stripped off the label of conservatism and sticking to the tradition, BURBERRY has become fashionable and has a kind of pleasing anger. As designer Berry said: "I want to show everyone a different BURBERRY", he believes that BURBERRY traditional consumers like "also want to be stimulated and challenged."

FENDI's innovative design has often shocked the fashion world. The design of its stores and showcases has continued this innovative style. Fendi's showcases have changed much more frequently than other brands that have changed their window design just a few months ago.

An important characteristic of FENDI's image is the use of fur and leather, so the shelves on which goods are displayed also have a leather-edged design. Even the sofas for guests to rest use the finest leather. Fendi's most popular handbags are placed in the most prominent position in the window. To make colorful bags and shoes not too flashy, black solid wood shelves add a heavy cultural connotation to the brand.

Exquisite and practical, luxurious and simple, this is AR-MANI's definition of "ARMANI" brand. When the ARMANI store was erected on the Bund on the 3rd, its large clear windows, eye-catching logos, simple and yet elegant window design suddenly gave the old building a stylish atmosphere.

Before ARMANI opened its first flagship store in China, AR-MANI spent a full 3 hours personally setting up its stores. From carpets, chandeliers to shelves, everything must be properly integrated. From clothing design to window decoration, ARMANI's "simplicity" is handed down. The neat straight lines, spacious layout, apart from the use of wallpaper with a fold on the wall, can be said to abandon all the complexity. The in-store color is also pure and simple and low-key, using a lot of black and white, forming a strong contrast, and will distinguish AR-MANI's two brand monopoly zones for different audiences.

For more than half a century, CELINE has been a pioneer in leading a simple and concise casual fashion. Designer Roberto Menichetti is a master of color, and this season he created a beautiful exotic trip for everyone with a psychedelic Turkish blue.

The window with the perfect combination of simple rectangular structure design and fashionable materials will infiltrate the casual fashion that belongs only to CELINE. Compared with some traditional brands, CELINE's window more expresses a relaxed, pleasant, sexy style, and therefore more attractive to young consumers.

TOD'S strives to create the world's "top most comfortable shoes" and "the simplest but classic bag." So TOD'S's window also strives to show TOD'S classic leather shoes and leather products. A large number of metal and leather materials in the store reflect the integration of nature and the future. The ingenuity of the colorful stripe design is refreshing. At the same time it is full of fun, it also shows Tod's new and popular new products.

Those who prefer Tod's love most of its low-key and elegant, but this season's TOD.s is really unexpected, and don't say that the big yellow green handbag, just the color striped window design, is enough for people to play. Eyes fall.

DUNHILL's design director once said, "My job is to bring the latest creativity to this brand." To better show DUNHILL's image as a gentleman, we see many new changes in the DUNHILL store. In addition to some bright colors, it also incorporates a stylish British modernist style. The display style like a warehouse shelf reflects a British style of rigorousness. The material of leather plus metal shows its modernity and elegance. DUNHILL's unique lighting system allows DUNHILL's guests to check the color of the fabric in different light conditions to maximize the customer's dress code.

Since the 19th century, LOEWE has been the number one brand in Spain. Its famous leather goods and time decorations, handcrafted meticulous and exquisite, combines tradition, craftsmanship and enthusiasm in one, with a strong romantic atmosphere of Mediterranean culture. LOEWE is very particular about the design and window display in the store. It is good at breaking the convention. From the figure we can see that the tall, hard materials are the modern ladies, the new handbags in the hands, and the puppy at the feet. Nothing but to convey to people the innovative information that LOEWE is gradually moving from traditional design to younger ones.

LANVIN is one of the oldest high fashion brands in the world and represents fashion and creativity. Alber Elbaz, current creative director of LANVIN, spent six hours studying the long history of this French brand before he took office. In the end he came to the conclusion that LANVIN is a brand about dreams.

Alber Elbaz believes that LANVIN's stores should use an open charm to attract customers. There aren't too many model hangers in LANVIN's stores. The furnishings are also carefully matched with different colors, making them seem to be patchwork and tempting.

From the private production of Greek handmade silversmiths to the development of a unique jewelry kingdom, Bvlgari always embodies the strong classical Greek and Italian atmosphere. The interior design and window design of the store are also as meticulous as their jewellery. Although jewels are rarely displayed but only sampled, they still allow people to appreciate the valuable value of their products and feel that Bvl-gari is pursuing perfection. style. The main store at 10 Via dei Condotti has been refurbished, but the aesthetic standards of the brand are as follows: the latticed glass doors and the pale interior structure symbolize the “negozio” recorded in the famous Italian encyclopedia Enci-clopediaTreccani. the meaning of.