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VM showcase: A private dancer for Lululemon

Sports retailer Lululemon has taken a different approach to its latest VM displays, which celebrate a collaboration with Royal Ballet principal dancer Francesca Hayward.

The store usually uses multiple mannequins in its windows, but the new displays – by Lucky Fox – focus on just a single figure, reflecting the role of a principal dancer. The mannequin is positioned on a mirrored plinth and illuminated by a single spotlight.

A freestanding concertina mirror sculpture spans the full height of the windows, giving the impression of a modern jewellery box.

The windows sought to present a fresh and modern take on ballet, to reflect a new product range that moves away from the stereotypical pastel and floral designs once synonymous with the dance.

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