Neiman Marcus Elevate the Holiday Spirit With 2025 Fantasy Gifts Campaign

When the holiday season arrives, Neiman Marcus is turning it into the grandest expression of gift-giving the luxury market has seen in years.

The retailer has rolled out its highly anticipated 2025 Fantasy Gifts collection alongside its “The Perfect Gift” campaign and annual Holiday Book.

The campaign pairs a curated selection of imaginative giveaways with the retailer’s signature world-class service and one-of-a-kind assortments.

"The holiday season is full of wonder," Emily Essner, President & Chief Commercial Officer at Saks Global shared.

"Neiman Marcus has an incredible history of transforming that spirit into something truly extraordinary to complement our customers’ discerning shopping preferences." 

Shot in Paris using models Rosalieke Fuchs and James Turlington, and with cinematography by Élodie Tahtane, the campaign invites customers "into an experience that both inspires and reflects their refined and luxury lifestyles."

According to Saks Global CMO Kristin Maa, it's also meant to capture the season "through the lens of fantasy and delight." 

For more than 60 years, the retailer’s Fantasy Gifts have defined its brand identity. 

This year’s lineup runs from a custom Western saddle by Christian Louboutin to a portrait session with Annie Leibovitz.

It also includes a luxury expedition from Yellowstone to Amangiri and a bespoke trunk by Italians Artemest using fabrics from Kiton.

A Holiday Miracle

The 2025 rollout begins with an intimate launch event at L.A.’s iconic Bar Marmont, bringing together designers, clients, and friends of the brand to celebrate the Fantasy Gifts tradition.

The guest list included big Hollywood names such as:

• Eva Longoria
• Leslie Bibb
• Sarah Michelle Gellar
• Isan Elba
• Ashlee Simpson and more

Each of the guests dressed in standout looks from Neiman Marcus’ designer lineup.

Beyond the event, Neiman Marcus will bring the campaign to life in its stores and across digital channels throughout the season. 

Featuring designer names such as Bottega Veneta, Chloé, and Tom Ford, the Holiday Book acts both as inspiration and a keepsake.

It was made specifically for shoppers exploring categories such as Gifts for Her, Gourmet Food & Treats, and Home Gifts.

Store windows debuting on November 25 will also depict Parisian-inspired scenes.

These include a hotel lobby, street café, and boutique, extending the campaign into the public realm through visual storytelling.

Notably, festive events including Breakfast with Santa, Storytime, and Dine with Santa also hope to draw families into the experience.

The brand also plans to stay true to its philanthropic heritage.

The luxury department store will donate to the Heart of Neiman Marcus Foundation for each Fantasy Gift purchased.

And it will continue its partnership with Boys & Girls Clubs of America via a point-of-sale fundraising campaign.

Why Neiman Marcus’ Holiday Efforts Hit the Mark

For marketers, Neiman Marcus offers a case study in how to drive desire through experience-led holiday gifting.

• Bespoke items and storytelling enhance luxury branding beyond mere product listings.
• A visually rich campaign supported by immersive store moments and digital content creates both awareness and engagement.
• Philanthropic links and curated activations help connect a premium brand with value-driven consumers.

Our Take: Should Every Holiday Campaign Be This Grand?

I find Neiman Marcus’s approach bold and purposeful.

In a world where consumers are bombarded with holiday offers, crafting rare and imaginative experiences rather than just discounts can make your brand really stand out.

It’s like sitting at the chef’s table instead of ordering off the menu. Sure, you pay more, but you remember the experience.

If I were to advise another luxury retailer, I’d tell them not to try and mimic everything, but pick one signature idea and build the entire season around it.

That said, the massive price tags here mean this may not scale lower down the luxury pyramid, but the brand storytelling is what matters most.

In other news, Gucci recently ditched the runway and opted instead for a short film to mark its new "Demna" era.

Luxury storytelling works when emotion leads. These top creative agencies help brands build desire through detail, mood, and purpose.