BLACK

True dark souls understand that black is the colour of rebellion; rocker chicks, biker babes, and Goth princesses all cloak themselves in black’s raw ominous appeal.

In a devilishly dark window display, Harvey Nichols has turned their store windows into something deliciously disturbing.  The mannequin’s look like witches wrapped in black garbs with creepy-crawlers all around them.  A far cry from the elegant fashion ideal of Knightsbridge, Harvey Nichols has decided to celebrate fashion’s dark side.

Black is considered mysterious, even sinister.  In the absence of light, anything is possible.  Who knows what is lurking beyond those dark corners?  It could be danger.  It could be trouble.  Or it could be something wicked.

If you study how the word ‘black’ is used in the English language, it is apparent that black is almost never portrayed in a positive light.  For example, when people are being boycotted, they are blacklisted.  When someone sells illegal goods, he/she is operating under the black-market.  When a person is an outcast, you call them a black-sheep. 

There window displays remind every shopper that sometimes it feels a little good to go a little bad. Sometimes YOU may want to be the mysterious, dark creature lurking in the shadows.  After all, covering yourself in black can make you feel like a dangerous version of your former self.  It has the ambience of Halloween, but only you can decide whether to pass out naughty tricks or give away sweet treats. 

This window display is effective because it is unusual.  It’s different.  It is not what the average shopper expects to see.  Therefore, it is going to get attention, and hopefully, gain interest for the store.  Even if a consumer does not want to look like one of the black-eyed maidens that are featured in the windows, the dramatic display will still draw the customer’s interest.

The raw, dark, ominous appeal draws window shoppers in: both to the window display and, hopefully, into the store.  

Dacia Abel