Selfridges concepts manager speaks at Pure

Speaking to a packed audience on Pure’s main stage,

Sarah McCullough, Selfridges’ concepts manager, spoke on the headline grabbing window displays, she is in charge of creating. FashionUnited broke it into some top tips.

Invest in: a good set of mannequins – the better they are the better the clothes look on them.

Remember to: Keep them culturally aware –it’s interesting to look to the V&A or British Museum to see what they are exhibiting to get a vision which fits into a broader landscape.

Don’t be afraid: to put the antique and modern together, and dare to be bold. People like a bit of theatre.

Research: successful window displays need endless trend research, foresight and to be on trend. Work closely with buyers to learn about deliveries and the buyers edit.

Recycle: Props tell a story, but can be reused and reinvented over and over, through new makeup and re-sprays. And scour vintage stores for pieces to add a unique touch.

Commercial v Creative: This is an inevitable problem, but there are ways to work around it. Be resourceful – people will lend products for display if you credit them, combine 2D and 3D to keep budgets down, try and stick to the original production plan as closely as possible and plan a window calendar so each set of displays take a different direction.

Always: think and plan them far in advance.