As retailers in Paris, Milan, Berlin and Munich inspired shoppers this summer with themes of weddings, gardens and beach parties, one thing became clear: it’s all about the props.
In Milan, pink sheep flocked to Juicy Couture to promote sleepwear. Skulls are de rigueur for young fashion and a window at Rinascente displayed an oversized one painted in vivid colors. I Pinco Pallino played around with Louis XVI armchairs to promote the season’s best fashions, while special hair extensions added amusing touches at Lanvin’s Parisian store.
Even products were transformed into witty props, as seen in Munich where Rimowa painted its suitcases to resemble big pieces of Swiss cheese for nearby mice to enjoy.
Angelika Frank, a freelance editor and photographer based in Munich, Germany, is VMSD’s European trend-spotter on all things visual, traveling regularly to Europe’s capitals to keep you up to date. She has been published in Style Guide, Inspiration, Stores+Shops, Trend Magazin and TextilWirtschaft.