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VM basics: the importance of cubes

It’s late July and the pre-fall collections are appearing in London store windows. These are the most commercial collections in any annual fashion cycle, with the best sell-through rates, and therefore demand their own new windows.

This year there is a reoccurring passion for cubes – the classic VM basic. Let’s take a look at three examples:

At Max Mara the simple text-book rectangular light box is echoed in the large framed sign to the left, and front by two mannequins. The image of a down-coat relates to the merchandise and contributes to a nice interplay between the crisp rectangular shapes and the soft, puffy merchandise and image.

Prada has long used black and white marble tiles as a house trope, especially for its Fall/Winter collections. A monochromatic architectural backdrop echoes the disciplined structure of the brand this season and the cubes that the mannequins perch on, and which display accessories, accentuate the contrasting softness of the silk tea-dresses.

Chanel has removed the previous Wild-West themed collection (does the Wild West ever really sell in the UK? It’s not really a UK dream), and installed a series of frames, partially in-filled with punched metal grids.

The adaptable white frames allow the monochromatic merchandise to be hung from bars, or can accommodate an entire mannequin, leaving space for images from the season’s marketing campaign, and the company graphic too.