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American department store chain Neiman Marcus has unveiled its latest fall campaign celebrating 30 years of "The Art of Fashion."
The campaign, developed by in-house creatives, is centered around a stellar photo set and a star-studded short film titled "Extraordinary Pursuits" that serves as an ode to cinema and Hollywood glamour.
It features American actor and actress Coleman Domingo and Ayo Edebiri, journalist Amy Fine Collins, models Alex Consani and Roberto Sipos, and longtime client Alexis Stiles.
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With an eye-catching backdrop designed by production designer Poppy Bartlett, in collaboration with acclaimed photographer Tyler Mitchell, it dives into fashion within a dreamlike setting akin to Neiman Marcus stores.
"An homage to the personal style of our clients, the campaign celebrates cinematic world-making articulated through our curated product assortment," Nabil Aliffi, Neiman Marcus chief brand officer, said in a statement.
The latest efforts from the luxury retailer leverages celebrity and influencer marketing.
By tapping on famous personalities in the realm of fashion, arts, and film, the company can zone in on its target market, reinforce its brand identity, and enhance loyalty.
Years of Fashion Excellence
Over the last three decades, "The Art of Fashion" has built its name as a platform for those who blend style with art.
It has seen the creative excellence of some of the world's most talented photographers, including Helmut Newton, Lillian Bassman, and more.
"'The Art of Fashion' is a part of Neiman Marcus’ legacy in celebrating fashion image-making at the highest level. The first pictures were captured by the legendary Richard Avedon and that really set the tone for both the image makers we later partnered with, as well as Neiman Marcus’s position within luxury fashion," Aliffi told DesignRush.
This time, Mitchell takes the spotlight, cementing himself as part of the legacy while building his own.
"Tyler’s work is instantly recognizable and often invites the viewer to dream. His personal journey captures the very spirit of Neiman Marcus in its pursuit of the extraordinary and through his body of work, represents an artist who is able to marry the worlds of art and fashion," Aliffi shared.
While it was not an easy task to choose a photographer for the project, the chief brand officer believes he made the right call, as Mitchell can capture the romance of fashion, with his works already being collected by museums.
As part of the campaign, the company tapped Ladies of Madison Avenue's Joshua Kamei to take part in a social series that celebrates personal style. Here, Kamei will take over the brand's social media and interview the stars of the brand film.
Throughout fall, Neiman Marcus will also hold styling events across stores, with the retailer's over 3,000 style advisors helping clients select fresh pieces.
Previously, Neiman Marcus took a different approach to its Spring 2024 collection by merging high fashion and sports in its "Quest for the Best" campaign.
Editing by Katherine 'Makkie' Maclang
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