A Star-Studded Campaign and Retail Installations Ring in the Festive Season for the Retailer
Bergdorf Goodman is set to kick off its Holiday 2024 campaign titled “Toast of the Town” on Sunday. This campaign celebrates the singular, vibrant energy of New York City and its stylish inhabitants.
“The campaign puts the spotlight on New York, it’s singular energy and the people and style originals who make it tick”, Elle Strauss, Bergdorf’s chief creative officer, explained. “It’s a monthslong process and a true collaboration involving all areas — online, social, in store and the windows.”
The campaign’s holistic approach comes in the wake of the retailer’s unveiling of its holiday windows. It will feature a 90-second film with Natasha Lyonne playing a taxi driver carrying a variety of “fashion darlings” around town. These darlings include Carolina Herrera, Wes Gordon, Christopher John Rogers, Willy Chavarria, Dara Allen, Young Emperors and Bergdorf’s own Linda Fargo. Also featured is a Broadway star, a Jack Russell named Grace.
The film, scheduled for release on Sunday, will play in taxis across NYC from Nov. 26 to Dec. 10. It showcases different characters purchasing gifts at Bergdorf’s, heading to various city attractions, and changing outfits, all in a New York minute.
The campaign incorporates a range of products curated for four personas: the uptown hostess, the celebrated artist, the man about town, and the downtown “It” girl. These curated goods will feature in Bergdorf’s holiday book as well as in the Bergdorf’s men’s and women’s stores and online. On social media, influencers will use these items to create stylish gift guides.
Adding to the vibrance of the campaign, artist Carly Kuhn has collaborated with Bergdorf’s to create illustrations of exclusive products. These drawings appear on a variety of surfaces in the store and on social media. “We love these illustrations so much that we have made them in stickers on our medium-sized shopping bags,” enthused Strauss.
In celebration of Fifth Avenue’s bicentennial, the Bergdorf Goodman Fifth Avenue windows in the women’s store depict the city’s distinctive icons. These include Central Park, Washington Square, Marcus Garvey Park, Bryant Park, the New York Public Library on 42nd Street, landmark buildings, monumental clocks, among others. As expected, the retailer pays homage to the city’s iconic yellow cab and, of course, to itself.
The men’s store, Goodman’s, follows suit with windows emphasizing street signs, window shopping, walking tours, and holiday parades. The windows also feature various fashion heavyweights, including Marc Jacobs, Michael Kors, Valentino, Thom Browne, Grace Ling, and Prabal Gurung.
