Lucas Rageot Visual Merchandiser Contact

Inspire people to find their own voices

H&M DamOlly GanLe Slip Français

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 floor rotation
03 · Spring Blue Floor rotation.
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.