Review of Neiman Marcus ‘Café Society’ 2025 Ad Campaign by Photographer Ben Doherty with models Kathy Hilton, Pat Cleveland, Nara Smith, Lucky Blue Smith, Mr. Chow, China Chow,Ivy Getty, Mobolaji Dawodu, Cindy Rachofsky, and Pierce Abernathy
Neiman Marcus celebrates culinary traditions as a venue for fashion expression with its Spring 2025 campaign. Titled “Café Society,” the campaign was shot by photographer Bobby Doherty with videography by Mark Underwood.
Imagining a legendary dinner party among an elite circle of creative friends, the campaign brings together an impressive cast of restaurateurs, chefs, actors, supermodels, and more: Kathy Hilton, Pat Cleveland, Nara Smith, Lucky Blue Smith, Mr. Chow, China Chow, Ivy Getty, Mobolaji Dawodu, Cindy Rachofsky and Pierce Abernathy. The playful visual narrative unfolds at Mr. Chow’s Beverly Hills location, which acts as a glamorous backdrop for an evening of delights both culinary and sartorial.
Extending the retailer’s experience-focused, 360-degree marketing approach, the campaign marks the launch of several unique, culinary-focused events and activations, both in-store and online. In-store, the campaign comes to life with captivating window displays, interior presentations, and immersive events, enhancing the shopping experience through what it describes as “retail-tainment.”
The campaign kicked off with an exclusive dinner event at the iconic Rotunda restaurant in Neiman Marcus San Francisco. This event featured rare wines, in collaboration with Sotheby’s and hosted by Neiman Marcus Executive Chef Jessica Oost. Extending this approach, a series of unique dining experiences will unfold across various cities. Neiman Marcus is also set to offer exclusive tasting tables this spring at its restaurants in select locations. These events will highlight the retailer’s high-end home décor collections from luxury brands like Versace and Baccarat.
Adding a digital dimension to the campaign, Neiman Marcus plans to release “A Pocket Guide to Great Taste.” This digital guide will include culinary insights from globally renowned designers such as Christian Louboutin and Manolo Blahnik, alongside favorite recipes and dining recommendations from culinary expert Christine Muhlke.
Neiman Marcus always does smart work to seamlessly extend the creative world of its campaigns into experiential retail activations, but the connection with the world of fine dining is a particularly smart one. As the numerous events and activations around the campaign go to show, the theme creates dozens of exciting opportunities for bridging the worlds of food and fashion, transforming a night to remember into a season of satiation.
Neiman Marcus Chief Brand Officer | Nabil Aliffi
Photographer | Bobby Doherty
Videographer | Mark Underwood
Models | Kathy Hilton, Pat Cleveland, Nara Smith, Lucky Blue Smith, Mr. Chow, China Chow,Ivy Getty, Mobolaji Dawodu, Cindy Rachofsky, and Pierce Abernathy
Location | Mr. Chow Beverly Hills