Those Creative Brits and Their Artful Branding



Window shopping in London is like no other when it comes to creative window displays, especially among the super brands in the fashion world. Just around the corner from where I live is Sloan Street, which is lined with some of the most beautiful storefronts with the world’s most recognizable fashion labels like Chanel, Giorgio Armani, Gucci, Anne Fontaine, Chloe, Louis Vuitton, Miu Miu, Prada, Salvatore Ferragamo—to name a few.

Often, art and fashion are used in combination when crafting window displays in an effort to create masterpieces that dazzle shoppers. I love the way mannequins are transformed into characters inspired by some chosen theme, exuding lifelike personalities and attitudes. Styled in different positions, every detail to attention is considered as these attention-seeking mannequins get dressed in carefully chosen outfits, stunning accessories, and artfully designed backdrops.



One of my favorite window displays happens to have been located at a men’s store, Hackett London, from where I have purchased several items for my son. There’s just something so irresistible about the traditional British gentleman style—timeless, confident, sexy.

Hackett London hired a talented team from Harlequin Design to create a window display based around their Autumn-Winter Travel Collection. Inspired by an aviation theme, the display was highlighted with the installation of a scaled down airplane model running across all four of Hackett’s windows. And, of course, a first class lounge was incorporated into the display along with custom plane propellers bearing the Hackett logo, and actual seats from a Boeing Jet along with overhead lockers.

The creativity behind the branding of Hackett is truly a collaboration of the owner, Jeremy Hackett, and the creative teams he hires. Just take a look at this video where Jeremy Hackett is driving in his Aston Martin, picks up an accomplished classical violinist and model hitch-hiking along the English countryside, and begins chatting about style and music. Guaranteed to make you feel good, smile and long to shop at Hackett.

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