Visual Merchandising · Lucas Rageot

Inspire people to find their own voices

H&M DamOlly GanLe Slip FrançaisLuxury collab

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.

H&M Dam flagship, arched stone façade with spring window mannequins — **01 · Façade** Dam square exterior.

01 · H&M Flagship · Amsterdam Dam

H&M Flagship
Amsterdam, Dam

6 floorsVM team of 4 to 6Two to four rehangs per month

Six floors, several entrances, no single track through the building. The work is leading the eye so that wherever a customer walks in, the store reads as one.

Spring Blue window, alternate composition — **02 · Spring Blue** Window from the street.

Spring Blue mannequins, façade-side window composition — **05 · 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 window from the street, yellow tones — **06 · Spring Yellow** Yellow window, side.

Spring Yellow additional floor moment — **07 · Spring Yellow** Floor continuation.

Spring Rose composition, soft pink — **08 · Spring Rose** Soft register.

Spring Rose alternate composition — **09 · Spring Rose** Alternate composition.

Spring Rose rack story, pink and pleated — **10 · Spring Rose** Pink, pleated, soft.

Spring Harissa composition, warm spice — **11 · Spring Harissa** Warm register.

Spring Harissa secondary view — **12 · Spring Harissa** Secondary view.

Spring Harissa floor wider rack — **13 · Spring Harissa** Wider read.

Preppy Trench · January

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 — **14 · Preppy Trench** Multiple racks on the floor.

Preppy Trench secondary floor view — **15 · Preppy Trench** Continuation of the floor read.

Preppy Blue floor composition — **16 · Preppy Blue** Blue register.

Noir Soirée four-mannequin grouping, evening floor — **17 · Noir Soirée** Evening grouping, four-way composition.

Noir Soirée alternate floor moment — **18 · Noir Soirée** Alternate read of the evening register.

Divided story 1 floor opening — **19 · Divided · 1** Floor opening, daylight.

Divided story 1 rack continuation — **20 · Divided · 1** Rack continuation.

Divided story 1 closer composition — **21 · Divided · 1** Closer composition.

Divided story 2 floor view — **22 · Divided · 2** Sport-luxe register, floor view.

Divided story 2 styling pair — **23 · Divided · 2** Story closing.

All photography depicts visual merchandising work executed at H&M Flagship Amsterdam Dam. Brand marks not displayed out of respect for the company's visual standards. Close-up mannequin styling on the Styling Expert page.

02 · Luxury collaboration

Chanel boutique · Amsterdam

Chanel · Amsterdam · seasonal rotation

Assisted on Chanel's overnight store set-up at the 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. Entering the world of Chanel fashion promises every woman an enduring, unique bond of trust and timeless moments of wonder.

Photos shared with permission. Further references available on request.