Across H&M’s Amsterdam flagship and French premium menswear floors, the job stays the same: give people room to try on who they are.

Visual Merchandiser

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Lucas Rageot

Visual Merchandising

Inspire people to find their own voices

H&M Dam flagship, arched stone façade with spring window mannequins — **Façade** *Dam square exterior.*

The work is leading the eye so that wherever a customer walks in, the store reads as one.

Spring Blue

Spring Blue mannequins, façade-side window composition — **Spring Blue** *Window composition.*

Spring blue · floor

Window programs on a two-week cycle

From ten up to thirty mannequins: choosing the outfits, prepping, ironing, dressing. This is where the fun begins. Each story held the floor for two weeks, then made room for the next register.

Spring Yellow

Spring Rose

Spring Rose rack story, pink and pleated — **Spring Rose** *Pink, pleated, soft.*

Spring Harissa

Spring Harissa floor wider rack — **Spring Harissa** *Wider read.*

Preppy

Preppy Trench

The floor resets every morning

Start early morning before opening so every day starts with a fresh, clean look. Assess what needs adjusting with the selling team. Keep every room, story and trend coherent throughout the day as customers shop.

Preppy Trench racks, multiple stories on the floor — **Preppy Trench** *Multiple racks on the floor.*

Preppy Trench secondary floor view — **Preppy Trench** *Continuation of the floor read.*

Preppy Blue floor composition — **Preppy Blue** *Blue register.*

Noir Soirée

Divided

Divided story 1 closer composition — **Divided** *Closer composition.*

Divided story 2 floor view — **Divided** *Sport-luxe register, floor view.*

Divided story 2 styling pair — **Divided** *Story closing.*

Overnight

Assisted on an overnight store set‑up at the Chanel Amsterdam boutique.

One boutique, one story

Each boutique carries its own motto, and Amsterdam’s is “Where casual meets sophistication, a diverse style for every allure”. The VM needs to reflect what the brand stands for.

Chanel Amsterdam at night: the window lit gold, two mannequins before a gold fan and a silver fan

Light blue tweed and a yellow cardigan on black rails, against the pleated white wall

Light blue tweed jackets with woven bags, a yellow cardigan and pale jeans on a rail, close

The accessories corner: bags in lit niches, jewellery in black-framed vitrines

A rail of light pieces and a cream jacket beside the woven gold panel

The lounge: armchairs, a glass table of bags, rails along the pleated walls

Glass shelves with small bags and white sneakers, beside a travertine column

Photos shared with permission.

Styling Expert

The way you say something says as much as what you say. An outfit works the same way

Each piece comes from a lexical field. Texture works like tone of voice, colour like pitch. Patterns put the emphasis. Accessories punctuate and shoes end the sentence. The overall style sets the register.

Palm-print vest and braided belt detail — **Texture** *Palm vest, braided belt.*

Striped scarf knotted at collar, manicured hand — **Accessory** *Knotted silk, red manicure.*

Denim cape with brass cowboy-boot pendant, close detail — **Pendant** *Denim, brass pendant.*

Tone

Hand on layered denim and check jacket, beige tee underneath — **Cuff** *Hand on layered jacket.*

Crochet cardigan over knit top with leather belt close-up — **Layering** *Crochet cardigan, leather belt.*

Tone

It’s how you say it

Even with plain black we can say a lot playing with texture and shapes.

Black-and-white close-up of zipped jacket, striped shirt, studded belt and corduroy pants — **Tone** *Black-on-black texture play.*

Register

Pink ruffle dress with denim jacket, two mannequins — **Pink + denim** *Ruffle blouse, denim jacket pairing.*

Divided mannequins, grey bomber and daisy print denim — **Daisy + denim** *Bomber, daisy print, sport register.*

Register

A matter of voice

Both mannequins convey the same ideas, yet they’re telling it differently.

Spring Blue mannequins, striped blouse and blue floral skirt — **Spring Blue** *Striped blouse, blue floral skirt.*

Punctuation

Preppy Trench three mannequins, cap and stripes — **Preppy Trench** *Cap, trench, stripes.*

Preppy Blue mannequins, Académie sweat and denim — **Académie** *Académie sweat, denim, loafers.*

Spring Jaune two mannequins with jewelry plinth — **Spring Jaune** *White ruffle, yellow blouse, jewelry plinth.*

Soft register two mannequins, beige vest and pink dress — **Soft register** *Beige tailoring, pink silk, low jewelry plinth.*

Punctuation

Punctuation is rhythm

Accessories shift the cadence without adding a word and shoes decide the nature of the sentence.

Palm-print scarf and textured black dress mannequins — **Harissa** *Palm scarf, textured black.*

Black leather jacket and denim mannequins close-up — **Edge** *Black leather, denim, edgier register.*

Outdoor

“In order to understand the world, one has to turn away from it on occasion.”

Albert Camus

I try to keep my inner child amazed by anything, even the smallest and most banal things. Landscapes, water, light, textures. We don’t need to look far away to find beauty in nature.