SUNDAY, DECEMBER 12, 2010
KLMNO the christmas issue}windowdisplays Our wish lists are a window to our hearts
In a commercial season, it’s useful to remember why we give and receive
BY ROBIN GIVHAN As holiday displays go, the
Macy’s windows on G Street NW aremodest. They tell the story of Virginia O’Hanlon, the little girl who famously wrote to the New York Sun in 1897 asking whether Santa Claus existed. The paper published an editorial assuring her that hemost certainly did. But of the sprinkling of pass-
ersby on a cold weekday after- noon, few of them were giving the animated paper cutouts de- picting the Christmas tale more than a glance. Washington is not a citywhere
retailers spend an inordinate amount of time andmoney play- ing to foot traffic with jaw-drop- ping window displays. The best that folks typically can expect during the holidays is for shop- keepers to toss a bit of tinsel over the merchandise and perhaps drape a length of fresh pine swag around their doors. Yet in this blessed season of
giving and sharing — one that has been lacquered in Hallmark sentiment, dutiful socializing and self-conscious moralizing — this all-business reserve is vague- ly reassuring. In New York, holiday windows
are a form of free public enter- tainment. But the store windows in the District have little in common with the bacchanal of retro glamour and sci-fi futurism that strains against the vitrines of New York’s Bergdorf Good- man. They can’t compare to the dazzling display of papier-mache food personalities that main- tains Barneys New York’s reputa- tion as amecca of holiday kitsch. The Macy’s windows, whose
theme trickled down fromcorpo- rate headquarters, occupy a sub- duedmiddle ground. If one takes the time to pause and inspect the windows with their dizzying, funhouse perspective, there are charming details and winsome characters that move to and fro. But thewindows do notmesmer- ize,mystify ormake one’s eyes go wide in awe. They don’t trans- port one to a place of sugar plum fairies and snow globe romance. But that’s okay. There’s mer-
chandise to move. And within the web of holiday sales, dis- counts and coupons, the retail- er’s windows are part of a clear mission: Storesmust provide the stuff on the wish list. Is a wish list really so bad? It’s become common practice
to malign the seasonal emphasis on gift-giving. And indeed, there is something deeply off-putting and even shameful about shop- pers who choose to eat their Thanksgiving dinner froma Tup- perware container while hud- dled on the sidewalk waiting to get the doorbusters at Best Buy rather than in the warmth and bosom of friends and family. (Can any family be so dysfunc- tional as to make eating on the cold street more desirable than
the few hours of petty recrimina- tions that inevitably go along with the sweet potatoes and turkey? ) And clearly, there is no de-
fending the impetus to go out and spend money that one doesn’t have. But fashion understands the
importance of the wish list like few other industries. Through- out the year, Seventh Avenue expends its energy weaving com- plicated fantasies and extolling the magical virtues of its prod- ucts. A certain dress can trans- form a woman into a sex god- dess. A particular style of hand- bag will lend her social promi- nence. A hard-to-come-by brand of watch signifies a man’s status as amaster of the universe. Wise adults know that it takes
far more than a fine pair of earrings to transform a life. But there are also flecks of truth in those fantasies. And those truths become particularly evident and problematic at this time of the year. Our things — keepsakes or
junk—can have profoundmean- ing. The wish list is not just about the sweaters and hand- bags but also what they repre- sent: values that are both nega- tive and positive. Parents might realize how
deeply a teenager’s self-esteemis invested in a particular brand of jeans or a T-shirt with a specific logo. Spouses may be startled to learn that the depths of their affection are measured by the cost of a present — or the number of carats in it — rather than the sentiment that guided the purchase. People are aggravated by the
importance placed on gift-giving because so often the wrong gift reveals some crack or even fis- sure in a relationship. People stress over shopping because they innately understand that there are some recipients who will never be satisfied, for the prestige, confidence or attention they seek can never be found in a fur coat or a piece of jewelry. But every now and then, the
wish list does a little good. Some- times, a few yards of fabric can indeed be transformative. It can give someone a nudge towards self-assurance. Sometimes a timepiece, engraved with a few words of devotion, turns into a family totem. A serving bowl becomes a memento that speaks of a singularly blissful family meal. Holidays are inherently de-
fined by traditions. And those traditions are represented by things: the one-of-a-kind orna- ment, the special table linens, the teddy bear that turned into a frayed and lopsided security blanket. Consumerism can be crass,
but it can also provide us with a way to keep the past real, even hold on to a rare bit of childhood magic. The wish list, for all of its drawbacks, can be a fine addition to the
holidays.Not because of all the things stuffed into the store windows, but because of all the memories they might come to represent.
givhanr@washpost.com
Posters & Matted Prints
Grapevine, Straw Wreaths & Lacquered Vine Wall Shapes
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Fleece 30% IV ORLOV FOR THE WASHINGTON POST
Thewish list is not just about the sweaters and handbags, but alsowhat
they represent: values both negative and positive.
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DIFFERENTWORLDS: InNewYork, where holiday window displays are a celebrated form of free public entertainment, the windows of Bergdorf Goodman portray a fantastical travel scene with a Victorian flair. The window displays at Macy’s in downtown Washington, meanwhile, are more subdued in telling the story of little Virginia O’Hanlon and how she came to write her famous letter asking a newspaper editor if Santa really existed.
PG EE
E7
BERGDORF GOODMAN
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PRESENTS A SPECIAL COUPON FOR ONLINE & IN-STORE PURCHASES! e
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$ $
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