Sharing a passion for quality and authenticity, Lee® and Bellerose come together this season to celebrate their 125th & 25th anniversaries respectively. Established in 1989, Bellerose creates products inspired by original vintage garments and genuine workwear. American denim icon Lee® was founded in 1889. Over the years, the brand got famous for inventing the bib overall, the first zipper jeans and the slim rider jacket. Their histories are now celebrated in a collaboration, the result of which is proudly exhibited in the new window at the Bellerose store in Brussels.
For this special occasion, frank agterberg/bca created a window installation that is capable of making a swift transition from past to present. The first three weeks of the campaign are riding on a wave of nostalgia and pride. Vintage garments, ditto still imagery and animated footage are on display in multipurpose expo cabinets. Made of plywood and their sides covered with uneven wood-strips, these boxes create a look that perfectly matches the brands’ identities. Distinctly perceived from the street, of course, but with in store visibility as well.
Halfway the campaign, these fixtures demonstrate their flexibility once more and make a move into the future: As two pairs of premium jeans – one for her and one for him – enter to celebrate the collaboration, the setting effortlessly follows, paying tribute to both these unique pieces and the new Bellerose SS14 line. Honouring the past and embracing the future, this campaign window is on display till the end of February.
Photography by Franky Claeys