International Journal of Innovation and Applied Studies
ISSN: 2028-9324     CODEN: IJIABO     OCLC Number: 828807274     ZDB-ID: 2703985-7
Tuesday 22 June 2021






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The role of the visual design of display windows in enhancing sustainable fashion

[ دور التصميم البصرى لنوافـذ العرض التجاريـة فى تعزيـز الموضة المستدامة ]

Volume 30, Issue 1, July 2020, Pages 142–152

 The role of the visual design of display windows in enhancing sustainable fashion

Nancy Abdalla Mohamed Fakhry1

1 Lecturer, Department of Advertising, Benha University, Faculty of applied arts Benha, Qalubya, Egypt

Original language: Arabic

Copyright © 2020 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.


Show Windows are one of the important visual promotion and influencing the recipient, contributing to building a complete image of the store, supporting the brand's image and promoting the company’s strategy. Sustainability and green product has become new and important for companies and brands that want to get closer to the audience, Achieving a desirable image, and effective presence in society, so brands that adopt sustainability seek to have a vital and effective role in fulfilling human needs in a manner that preserves society and the environment. Especially, in the field of Fashion, so international brands turn to take into account the industry that preserves the environment and its balance. This research assumes that; companies are responsible for making change and awareness towards a more sustainable environment through visual design. The research follows the analytical descriptive method of different models of display windows for international fashion brands to identify the forms and dimensions of visual expression regarding the concept of sustainability adopted by these brands in the design of commercial display windows then the Experimental approach. The most important findings of the research were that; there are many local brands that adopt the concept of sustainability and sustainable fashion, but the problem of visual expression of this concept in the display windows is clear. So the research is an attempt to the importance of achieving integration and visual compatibility between institutional goals related to Sustainable fashion and the target of the visual message provided by the display window.

Author Keywords: Windows display, visual design, sustainability, fashion sustainability, sustainable design.

How to Cite this Article

Nancy Abdalla Mohamed Fakhry, “The role of the visual design of display windows in enhancing sustainable fashion,” International Journal of Innovation and Applied Studies, vol. 30, no. 1, pp. 142–152, July 2020.