British fashion brand Paul Smith collaborated with Indian lighting brand Klove Studio to light up their show window for the festive season
By: Suman Tarafdar
Posted on: October 17, 2016
As window shopping goes, here’s a window you are sure to stop by. Paul Smith’s Delhi store now sports a new window display created in collaboration with lighting designers Klove Studio for this year’s Diwali celebrations.
The British fashion brand has had a tradition of collaborating with designers across its markets. In India, it has earlier collaborated with Sameer Kulavoor’s Ghoda Cycle Project. His illustrations made to a special edition of Paul Smith T-shirts.
Designers Gautam Seth and Prateek Jain of Klove Studio, unveiled their creation in an evening marked by celebratory hugs and wishes from well wishers on October 7. The glitterati admired the window at the store, located in Delhi’s DLF Emporio, home to many luxury brands in the city.
Take note of Klove’s signature blown glass and metal light holders. Observe the horizontal stripes in orange and purple, the colours of Paul Smith this season. Yes, Paul Smith has colours for each season, and the collaboration worked with that in mind, says Mr Jain.
While he is unsure of the exact number of the lamps done for the project, he says the project collaboration took about two months. “We went back and forth on how to interpret the design, and as this is an India centric collaboration for Diwali, diyas were an obvious choice,” he mentions.
A member of the Paul Smith team in India says that they suggested Mr Jain and Mr Seth and introduced them to the brand.
While Paul Smith traditionally does it for Christmas in its other markets, the brand has made an exception for India as Diwali is the biggest festival, and traditionally sees the highest sales. The underlying concept for the Paul Smith Autumn Winter window is a reflection of warmth, light and the festive charm of the season. Using elements inspired by hanging lanterns and tea lights, the blown glass fixtures celebrate the arrival of the New Year.
The customised window is exclusively exhibited at the Paul Smith boutique in DLF Emporio, New Delhi.