Holt Renfrew, Spring Windows

‘Super Smart’ theme puts spotlight on fashion brands’ names
Posted July 20, 2009
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Fashion brands and superheroes took center stage in the spring window displays of Holt Renfrew’s nine stores across Canada. The displays, by creative director John Gerhardt and his team, were built around a “Super Smart” theme, in which fashion brands – including Lanvin, Prada, Roger Vivier and Alexander Wang – were the stars of individual windows, with their names illuminated in the style of the iconic “Hollywood” sign. Interspersed among the designers’ names were fashion-bearing mannequins posed in “Justice League” superhero style.

The campaign also introduced the retailer’s own superhero, Magenta. “A true fashion hero, Magenta searches the world for the best brands, fights mediocrity, power shops and finds justice in fashion,” according to Holt publicity materials. The character, in the form of a 9-foot-tall figure built and sculpted by Toronto-based Fresh Never Frozen Art, made an appearance at the company’s Bloor Street flagship, perched atop its façade.