Bergdorf Goodman’s Holiday Story Is a Cinematic Ode to New York Nights

New York does love a good entrance.

And Bergdorf Goodman answers with a cinematic film that captures the thrill of getting ready for a New York holiday event.

The 60-second hero spot, titled "Bergdorf Soirée," starts with a handwritten invitation being delivered. 

Bernard Maisner, Quentin Jones, Willy Chavarria, Linda Fargo, Maggie Maurer, Cacho Falcon, and TK and Cipriana Quann appear as the evening unfolds like a 1960s TV show.

A phone rings to confirm plans, and soon, the screen fills with statement looks from Schiaparelli, Tom Ford, Marc Jacobs, Valentino, Charvet, Giuliva Heritage, and Khaite.

"The anticipation was operatic. Then came the eternal question of what to wear? Something unforgettable," a woman narrates. 

The short film closes with Fifth Avenue glowing in soft light as one last guest walks home, laughter trailing gently behind her.

The retail giant is staging a mood that truly belongs to the city, which suits its history of editorial-style storytelling.

"'The Bergdorf Soirée' reflects our dedication to offering a remarkable assortment of highly coveted brands," Bergdorf Goodman President Tracy Margolies said in a press release.

"Our glamorous gift curation, whether statement-making fashion for yourself or wishlist must-haves for loved ones, is designed to inspire, delight and make every holiday visit truly unforgettable."

The campaign is a strong example of luxury branding, showing how the department store ties its identity to the elegance and energy of New York itself.

On the ground, the story continues with curated gift edits, behind-the-scenes content, and a Holiday Book that folds fashion stories and jewelry into one navigable guide.

"Our campaign captures an inspirational world where extraordinary people and design come together in a way that feels joyfully reflective and magical," Saks Global CMO Kristin Maa shared.

"Clients can further revel in the campaign coming to life across Bergdorf Goodman channels and discover an alluring experience where a sophisticated assortment awaits them.”

Its famous window displays will be revealed later in the season, keeping momentum in the weeks that matter most.

For the third year, Bergdorf Goodman is partnering with Culture for One to support arts programs for children in foster care to help them explore their potential.

Fifth Avenue as a Shared Stage

This holiday season, Saks Global brands are all playing their part in one larger story, each interpreting the spirit of New York style and celebration in its own way.

Parent company Saks Fifth Avenue leans into a “Holiday Your Way” light-show tradition, pairing tech spectacle with street-level theater.

Sister brand Neiman Marcus takes a more intimate route through "The Perfect Gift," using Parisian-inspired film visuals and exclusive collabs to make luxury feel personal.

One street, one season, several voices, all pointing back to New York as a luxury signal.

The effect is cumulative for Saks Global. Different brands keep their accents while speaking to a single idea.

Make the stores feel like a place people actually want to visit, whether they’ve shopped there for years or are visiting for the first time.

This shared effort comes at a time when the company is working through a financial reset.

Saks Global reported about $1.6 billion in second-quarter revenue, down 13% from the same time last year.

It also cut its 2025 earnings guidance by roughly half after posting a $77 million loss, according to Bloomberg.

The group recently restructured about $2.2 billion in debt to improve liquidity and strengthen its balance sheet.

A Saks representative told Bloomberg the company expects performance to stabilize through the holidays and into 2026 as inventory management and brand integration begin to take hold.

For Bergdorf Goodman, whose online sales reached about $429 million in 2024, this holiday campaign also represents a needed commercial lift heading into the retail calendar’s most critical quarter.

Where Holiday Glamour Converts

The retailer's strategy keeps fantasy close to function, and luxury brands are using this balance to make storytelling into something tangible for shoppers.

These tactics show how to keep the holidays alive to create long-term engagement and sales throughout the season:

• Make the place part of the promise. A campaign anchored in a real city or street builds credibility and gives content a repeatable frame year after year.
• Carry the story into the store. Films, windows, and edits should resolve into clear choices customers can act on immediately.
• Pace the reveal. Hold back a headline element, such as windows or a special drop, to keep the calendar warm from late October through December.

In the end, the most effective holiday campaigns connect stories with real experiences that keep people engaged and bring them back to the brand.

Our Take: Does Holiday Storytelling Still Work?

I think it most definitely can. A film with real texture and a store that feels alive can do more than rack up views or likes.

It can pull people to a place and make them feel part of a real moment, and I believe this is what Bergdorf Goodman understands about New York.

It’s curating the feeling of being there.

This is how a retailer becomes part of the city’s cultural rhythm while still selling what hangs on the rack.

When film, fashion, and retail align, storytelling becomes tangible. These top partners guide luxury brands in bridging creative vision with in-store experience.