G Star Raw, London

The 'A' crotch, eh?  This is quite a fascinating scheme in as much as how many times can the former workmen's apparel be reinvented?  For all those males who never wanted a 'V' crotch (and who of us did?), you can now finally have an 'A' one although a bulging one would be more than desirable for most, n'est-ce pas? (now that would make a fun promotion).  This brand do produce some fun schemes occasionally (beyond the over used celebrity and gawd forbid DJ endorsements) and we particularly loved the strings attached from the fenestration to the product highlighting its attributes.  Bring on the 'A' crotch we say.

G Star Raw, London

Wow, this is an interesting scheme at G-Star.  There appears to be a bit of a space theme going on around town right now, but this could be the Neil Armstrong legacy from a few months ago.  Anyway, how cool is G-star looking and we love it.  Do we really need to describe it?

G Star Raw, London

G Star Raw produce some really interesting schemes at their Carnaby St. store, although this is probably not their best?  We love the Polaroids attached to the frame surrounding the merchandise however looking at the presentation overall, it does appear quite sinister. We have no doubt that this is not intentional.  Death, Religion and Politics are rather taboo subjects in window schemes which are best avoided unless one is prepared to defend the outcome, and defend it you will.  These subject areas will no doubt always be challenging and challenged and  therefore unless there is some kind of justification or deeper level of understanding then don't go there.  The dressing here does give the illusion of three hung corpses rather than the savvy presentation we are used to seeing from this brand.  It was no doubt purely an oversight and with a fleeting glance not something a customer would possibly associate with this presentation, however, as we looking at these this from quite a different angle it does scream Death, don't you think?

G-Star, London

I've really grown to liking this brand. They have produced some really fascinating and creative product presentations which continue to impress and surprise me. For such an enormous global brand this is a remarkable achievement which I feel indicates how well they are run and by people who are clearly passionate about what they do. Their website too is quite visually mesmerising which oozes the coolness indicative of denim brands. Here the brand have produced these three dimensional look books "re-introducing [their] raw essentials, elevating everyday denim to a highly refined mix of vintage and modern". Product encapsulated within these 'books' have been been over laid with cut outs in black which suggests this fusion. The backdrop has been produced in bright yellow hanging banner. This is such a good example of how something quite simple can be thought through and communicated to have impact. I was drawn in to take a closer look, job done. I'd work with these guys.

G-Star Raw London

G-star Raw's latest scheme here along Carnaby St. in London is probably one of their most interesting ones that they have produced to date. Gone is the celebrity endorsement (thankfully - did we ever fall for that one anyway?) and here we have a scheme which is both thoughtful and creative. Proof in a way (although I am lamenting a little here as I write this) that we don't always need mannequins to promote fashion. How wonderfully creative is this? I don't have a particular 'penchant' for graphics in store windows particularly, as we have seen just about every possible combination one could possibly imagine in just about every store windows all the way through the 90's to date, however this is a new development which is actually very exciting. Industrial cutting tools wrapped in G-star signature denim is placed next to an image of their 'cut' denim. These do have enormous impact and an Uber cool feel about them. I'm not particularly gripped by their product myself although on seeing this I couldn't resist but take a look - it did its job.

G Star Raw, London

Following on from yesterdays entry on Hermes, I noticed G-Star, the cool men's Jeans brand are following a similar format in the presentation of their product. Large format graphics fill their store windows with the addition of some of their merchandise contained within it. I'm not a huge fan of this presentation although it is innovative (at least to a point) and it is interesting to see retailers at least experimenting with alternative ways in presenting their product and maybe this will kick start an idea with someone else and lead on to other ways in which to work. This, of course can only be a good thing. If you happen to be along Carnaby st., here in London, where this store is situated, perhaps go and have a look.