Fashion on display, fashion in a shop window: that’s the simple yet unique concept of Vitrine in a nutshell.
For ten days solid, Belgian and international fashion designers, fashion brands, fashion students at the Fashion Department of the Hogeschool Antwerpen and other fashion-related movers and shakers present their work in shop windows all over the city. Taking the general idea of a shop window to the creative limit, all sorts of shop windows get radically redressed, stocked with surprising goods or transformed into imaginative playgrounds.
No holds barred: all participants, both established and young, are completely free to present their work as they see fit, be it with garments, pictures, videos, custom-made decoration, objects or three-dimensional installations. The goal of Vitrine is to put fashion and its many aspects into a different context, thus encouraging a rewarding interaction between fashion and the city surroundings. Using all-familiar shop windows, the event of Vitrine invites any (unsuspecting) passer-by to discover fashion in a gentle, democratic and anti-elitist way. Nevertheless, judging from comments gathered from the previous five editions of Vitrine, the temporarily-redesigned shop windows never fail to provoke emotional response, ranging from bewilderment and surprise to self-reflection and introspection… And above all: the simple thrill of looking at things of beauty.