Nostalgia is in the air at GANT. The American lifestyle brand is marking 2019 with an exciting celebration of seventy years in the business. For the #7decades7icons campaign StudioXAG were asked to put together a creative run of window schemes for GANT’s Regent Street flagship store. The project required each window to showcase cornerstone products that personify GANT’s rich heritage.

In collaboration with the creative team at GANT, the London-based design and production agency designed and produced four window schemes, each paying homage to a particular decade:

The Button-Down Shirt (1950s)

The Club Blazer (1960s)


The Chino (1970s)

The Polo Pique (1980s)

The Heavy Rugger (1990s)


Bursts of fifties kitsch florals, nautical scenes, seventies protests, retro cubes and arcade machines playfully define each period, making reference to quintessentially British sporting events including the Henley Regatta, polo and tennis.