Review of Neiman Marcus “The Art of Fashion” Fall 2024 Ad Campaign by Director & Photographer Tyler Mitchell with Talents Ayo Edebiri, Colman Domingo, Amy Fine Collins, Alex Consani, Roberto Sipos, Alexis Stiles, Alexina Graham, and Joshua Kamei
Neiman Marcus taps photographer and director Tyler Mitchell for a glamorous and incredibly fun Fall 2024 campaign. Aptly titled “The Art of Fashion,” the campaign features an exceptional cast who bring to life a fashion narrative of dreams and discovery.
The centerpiece of the campaign is Mitchell’s delightful short film, which pays homage to classic Hollywood cinema of the late 20s through the 40s, borrowing motifs from this era but transforming it into an exploration of contemporary self expression in glorious technicolor.
The film opens as Ayo Edebiri – here, “The Hat Lady” – gets her signature accessory blown off her head by a forceful gust of wind as she struts down the street. Luckily, she just happens to be in front of a dreamy rendition of a Neiman Marcus store, where a world of style options await. While trying on hats she encounters a mysterious and handsome stranger, embodied by Colman Domingo, and the two embark on a playful style quest that merges glamorous fantasy and contemporary reality as only fashion can.
Joining these two stars is an eclectic supporting cast of individuals who populate the retailer’s creative world: journalist Amy Fine Collins, model and content creator Alex Consani, model Roberto Sipos, and longtime Neiman Marcus client Alexis Stiles. Alongside the film, the cast appear in elegant and bright portraits wherein Mitchell draws on classical portraiture while showcasing each character’s personality.
Not only is Tyler Mitchell a great photographer, but he’s also an excellent storyteller, and the practice of emotional narrative is holistically linked with his visual perspective. As a luxury retailer with both a thoughtful curation of today’s leading designers and a unique history connected with fashion and American cinema, Neiman Marcus is wise to draw on a director such as Mitchell to tell this story in a unique and fun way – to say nothing of the talented duo of stars, whose greatness needs no explanation.
Aglow with glamor and humor, the campaign is another reminder why cinema and fashion are so powerfully linked – and it may be the best one from Neiman Marcus yet.
Director & Photographer | Tyler Mitchell
Models | Ayo Edebiri, Colman Domingo, Amy Fine Collins, Alex Consani, Roberto Sipos, and Alexis Stiles
Stylist | Yohana Lebasi
Set Designer | Poppy Bartlett