VM Choice: Louis Vuitton fills its windows with textbook VM

Louis Vuitton has filled its Sloane Street windows with neat, simple, textbook VM.

It is a well-known precept of VM that placing merchandise at the centre of the visual focus is the way to go. A body-form, accessorized with a pair of black ankle boots, placed in the centre of the concentrically receding, shiny circles focuses our attention perfectly on the pinafore dress.

The reflective surface of the circles appears to move as the customer walks from one side of the window to the other attracting attention, as movement is generally unexpected in VM. Notice how nicely lit the closed-back window is, with spotlights each side at ankle, hem, and head level.

In the side windows, which open on to Sloane Street, a vertical ‘V’ of metallic strips - arranged like the leaves of an opened book - are suspended against the rear of the closed-back window. Suspended in the centre is a quilted bag with a chain strap. Again, spotlights set in the sides of the window at ankle, hem, shoulder and head level support a florescent tube set behind a diffuser across the top of the window. These ensure the ‘V’ is well lit and reduce the depth of the shadows on either side of the handbag. Here the ‘V’ is focusing our attention on the handbag, the only item of merchandise in the window.

In the window adjacent to the main entrance we see a perfect example of circular focus, with the merchandise removed from the silvery shelf, positioned just below the centre of the concentric circle, mirror-surfaced prop. With thirteen angled spot-lights in this window, we can see how effectively they light the prop, which appears to be weightless.

The window on the far side of the entrance employs ‘V’ focus again, with perspective. The intersecting point at which the left and right ‘V’s meet is filled with a brightly-coloured man’s blouson jacket.

The ‘V’-shaped logo on the front of the blouson is echoed on the front of men’s knitwear in the Spring/Summer 2015 collection. Developed in conjunction with digital artist Ryoichi Kurokawa and pro skater Alex Olson, the V Line leather goods collection uses water-resistant leather and the ‘V,’ an image first used by Gaston-Louis Vuitton in the early 20th century.

Again, displayed on a simple bust from, the ambience created is of effortless simplicity, neatly underlining the new collection and a textbook example of VM.