To celebrate their 125th anniversary, the iconic Lee brand pampered denim lovers across Europe with their 125 Years Collection. Joining forces with four fashion designers, just as obsessed with craftsmanship and quality as they are, allowed them to reinvent heritage pieces of the brand into a solid, timeless collection.
It's not every year you have a 125th birthday to host, so our main goal was to provide the Lee retail stores across Europe with premium window displays to add more style to this party.
We mirrored the eye for detail and craftsmanship, which are key throughout the 125 Years Collection, by using all premium materials. We chose brushed metal panels with collection imagery as backdrops and suspended them on black metal wires. The ultramarine blue concept text decal on the store window entices passersby to come closer and enter.
Our team of visual merchandisers created guidelines for a complementary presentation of the collection. These guidelines enable the stores to show the collection's garments at their best.
Between the clothing, we placed smaller panels with background information on the designers. These function as visual footnotes for this milestone collection in the brand's history.