Review of Neiman Marcus “New Frontiers” Fall 2023 Ad Campaign by Creative Director Nabil Aliffi with Photographer Arnaud Lajeunie with models Hannah Wick and Mark Vanderloo.
Neiman Marcus boldly continues its journey forward with its new Fall 2023 campaign by photographer Arnaud Lajeunie.
“New Frontiers” is the first campaign under Ryan Ross, President of Neiman Marcus and Head of NMG Customer Insights, who joined the company in the fall of 2022. Ross teamed with Lajeunie and Chief Brand Officer Nabil Aliffi, who led the campaign’s creative direction.
With a slick and polychromatic retrofuturist aesthetic, the campaign pays homage to the company’s past while guiding it into the future. Lajeunie shot the campaign imagery at Pier 59 studios in New York City, where he situated his models in front of giant high-res LED screens, transporting them to dream-like renditions of Americana landscapes.
The southwestern feel of some of these landscapes pays subtle homage to the retailer’s founding in Dallas, Texas. Similarly, the butterfly is reintroduced – a motif that played a significant role in the brand’s visual history, which includes illuminating its stores with artwork such as the “mariposa” mobile by the iconic American artist Alexander Calder.
Bringing these historic threads vividly into the present day is a new emphasis on fashion curation that plays into the progressive mindset of the moment, comprising a broad array of designers and styles under a focused but inclusive vision of modern luxury – much of which features pieces exclusive to Neiman Marcus.
Reimagining the retail catalog, the campaign imagery also takes virtual shape on the brand’s website as The Fall Book, an interactive and shoppable art experience.
Revisiting a storied company history while leveraging creative technology and young talent, the campaign has us excited to see a refreshed and ambitious Neiman Marcus. The company’s leadership has presented a strong next chapter, and we’re looking forward to seeing where the journey goes.
Creative Director | Nabil Aliffi
Photographer | Arnaud Lajeunie
Models | Hannah Wick and Mark Vanderloo.