Popular fashion retailer Gant has marked the anniversary of its creation, which began in 1949 in New Haven, USA, by Bernard Gantmacher. The retailer has used the Le Mans car race as inspiration for their new window display that has been unveiled at their Regent Street store.
Gant runs the 24 Hours of Le Mans as an official partner of the cult car competition, but what do a French legendary car race and an American fashion retailer have in common? It turns out that 1949 was the same year as the legendary Le Mans race in France began again after the Second World War, on a completely new circuit.
The 24 Hour Le Mans logo has been reimagined in red and neon blue in one window, and in the other window, there is a freestanding structure with stripes and neon framing. Vintage-style racing helmets are suspended at various heights from the ceiling in both windows, creating a layered effect, and mannequins are displaying clothes from the summer collection.
The windows also have a large lightbox display that features the Gant campaign imagery which includes images of the old cars that raced in Le Mans. Big and bold, these displays easily catch the eye of the passers-by. Similar displays can also be seen in the store, continuing the design campaign.
The colourful windows, of which the stripes create a slim-lined and stylish appearance are a great example of how Gant has promoted a new campaign while retaining the essence of their brand.