Vitrine 2004 - If eyes are windows to the soul then what are window displays to the eyes?
October 19, 2004
If you happened to be strolling the streets of Antwerp 16-26 September then you will have noticed that all was not normal. Over 100 shop windows played stage to fashion designers for 10 whole days in an initiative organised by the Flanders Fashion Institute. It brings a whole new meaning to the concept of window display. There are no creative restraints; the fashion designers can take all the liberties they want, drastically transforming shop windows across Antwerp. No holds barred, the windows were not just dressed with outfits but photos and other visuals, videos, home-made decorations and objects.
This was actually the sixth edition and the theme was "on Paper". Not a random choice as Antwerp was named "World Book Capital" for 2004 by UNESCO. It was hardly surprising to see many displays adopting the use of book elements, like poetry and literature.
The idea, simple but effective, was to bring fashion to the closer to the public while they stroll about their business in town. In a way that is neither invasive nor cliquey. No entry upon invite, guestlists or press pass needed; everyone was invited.
Of course there were some displays that roused a stir among the unsuspecting onlookers, then there were some displays that were thought provoking, others, that left bystanders baffled and some that even triggered self-reflection and introspection. Whatever emotions the displays sparked off no one could deny the bliss of wandering round town and opening eyes to such beautiful sights.
We are especially proud to feature Vitrine because there amongst the 100 plus window displays were four ITS#THREE finalists. Demna Gvasalia (Winner-Collection of the Year) who was hosted at Diesel ? Meir 24. Peter Pilotto (won-Maria Luisa Award) was set up at Christa Reiners, Vrijdagsmarkt. Sita Fischer was at XSO, Eiermarkt 13-15-17. Last but not least Anna Ervamaa, who was at JM Weston, Schuttershofstraat 19.
Well done girls and boys keep the good work rolling!!
