Facebook commissions designer window dresser to transform this small business

I Luv Designer in Bradford, a retailer of original Pakistani designer dresses owned by Nina Naheed, will be one of the stores to get its windows dressed.

Ms Storrs, who has worked with fashion giants including Hermes and Louboutin, has given a high fashion look to three stores with the aim of stopping shoppers in their tracks.

This follows the release of recent research by Facebook, the OECD and The World Bank that reveals female-owned businesses are more likely to close as a result of the coronavirus pandemic, highlighting the disproportionate impact lockdown has had on female business owners - many of whom are working in sectors worst affected by the lockdown measures.

The latest research showed that women’s jobs are 1.8 times more vulnerable to the current economic climate. This may also be compounded by the fact that a quarter of female business owners (vs 10 per cent of male owners) reported that they were spending six or more hours per day on domestic tasks and family care.

With fewer shoppers going to the high street due to social distancing measures, browsing culture has been hit, leaving small businesses amongst the worst affected. The high-end window designs aim to encourage shoppers to take a closer look at the unique small businesses on their local high street to help them weather the current crisis.

Drawing on Ms Storrs' experience designing window displays, props and sets for shoots, film and stage around the world, the small business shop fronts in Bradford, Perth and Tottenham will showcase the independent retailer’s unique heritage, products and services.

Inspiration was taken from Pakistan’s Shalimar Garden using bright coloured fabric to bring the window to life at I Luv Designer in West Yorkshire.

Ms Storrs said: “Having spent a number of years working with globally recognised brands on their window displays, it was a privilege to bring to life the shop fronts of these small businesses.

"We have created a window into the world of possibilities inside each store, showcasing the heart and soul of each business at a time when they need support more than ever.”

Nina Naheed, owner of I Luv Designer in Bradford, added: “It has been amazing to be a part of this campaign.

"Being able to use Facebook and Instagram to keep customers updated about the stock we have in the shop - even when they couldn't browse - and place orders for click and collect has been essential to our survival.

"We hope our window will attract new shoppers to either come in to sample our dresses, or check us out online.”

Nicola Mendelsohn, vice-president for Europe, the Middle East and Africa at Facebook, said: “Covid-19 has had a huge impact on female owned businesses and we want to celebrate fearless female entrepreneurs across the UK who have persevered, pivoted and adapted to life during lockdown.

"By highlighting the important role female owned businesses play in the local community, the eye-catching window displays we hope will encourage shoppers to stop and consider small businesses in their area.”

Earlier this year, Facebook announced the launch of a new feature, Facebook Shops, a shop window to help people discover things they love and buy in a place where they already spend time.