By: Himanshi Jain
Last updated : October 16, 2025 3:23 pm
In conversation with Retail4Growth, Akanksha Waleski, VM Head at U.S. Polo Assn., shares the creative thought and design journey behind the brand’s “Back to School” window campaign that brings fun, fashion, and nostalgia to life.
Bringing cheerful energy and playful charm to its stores, U.S. Polo Assn. Kids has launched its ‘Back to School’ window campaign as a celebration of childhood spirit, friendship, and fresh beginnings. Rolled out across 30 stores across India, the campaign captures the excitement of returning to school after a long holiday, while staying true to the brand’s sporty and classic identity.
Fresh look for a new start
The window design beautifully blends prep-school nostalgia with polo-inspired elegance. From props like helmets, mallets, and lockers to chalkboard textures, each detail reflects the U.S. Polo Assn. DNA – fun yet timeless.
Bright visuals featuring happy and school-ready kids in the brand’s signature stripes instantly grab attention. Mannequins dressed in similar outfits complete the story, which creates a connection between the imaginary and the merchandise.
“For this particular window, we received the shoot from our global team, which was highlighting the Back to School campaign. We have taken that concept and adapted it to our stores in India,” says Akanksha Waleski, VM Head of U.S. Polo Assn.
The story behind the concept
The inspiration behind the campaign revolves around kids heading back to school post-holidays. The props and set design reflect this idea through school-inspired details like a blackboard backdrop, measuring scales, backpacks, and hanging pins that replace regular hangers.
“We wanted the display to instantly remind people of school, the excitement of the first day, and the little details like rulers and pins. Every element in the window reflects that feeling,” shares Akanksha.
The design challenges
Executing the same design across stores of different sizes was a big task. From large 20-foot flagship facades to smaller outlets with just a 2-foot window, the creative team had to ensure the display looked impactful everywhere.
“The challenge was keeping the story consistent while adapting it to different formats. So, we worked with a modular design approach, where the props could be scaled or rearranged based on space,” Akanksha explains.
She further highlights that the team also faced technical challenges while creating some of the props. “We didn’t want to use basic hangers. We designed special clips to hang the clothes and spent a lot of time testing materials, especially for the measuring scale prop. We had to get the right opacity so it didn’t look too heavy.”
A display that connects with everyone
From start to finish, the entire project took around 45 days. Today, the ‘Back to School’ window is live in more than 30 U.S. Polo Assn. Kids stores across India, wherever space allows.
The result is a fresh, happy, and cohesive campaign that connects with both kids and parents. A campaign that reminds everyone of the joy of new beginnings. “We wanted it to feel cheerful and real, something that makes you smile when you walk by,” explains Akanksha. “It’s about bringing fun, fashion, and a bit of nostalgia together.”