Lanvin decided to spread its wings at the start of 2015. When strolling down on luxury lane Fauboug-Saint-Honoré, the window displays at Lanvin in Paris unquestionably stand out. Heads turn at the Lanvin bags that hang from colourful straps beside mannequins that depict fallen angels with majestic feathered wings. Whether it is the dynamism in these windows, the aesthetic juxtaposition of different textures or the opposition between heaven and earth – Alber Elbaz did a fantastic job!
It goes without saying there is a subconscious connection between luxury and angels that Lanvin successfully incorporate in their 3D branding strategy. Falling back on the Greek mythology of Icarus, a story that warns of the dangers of hubris, Lanvin portrays their products in relation to some form of sacralisation. In other words, the French luxury brand plays with the idea of transcendence of the ordinary world to the divine.
At first, it seems as though the Lanvin items are portrayed as sacred. However, the message could be exactly the opposite. The mythology of Icarus tells a story about a father crafting wings for his son Icarus to escape from Crete. He flew too close to the sun and the wax from the wings melted that ultimately let him fall to the sea. Working with the ‘Don’t bite into the apple, Eve’ tactic, the angels decided to leave heaven, because Lanvin products are simply irresistible.
And so are their window displays!
(Tanja Fleischer, Spring 2015)