Neiman Marcus is commemorating three decades of its iconic “The Art of Fashion” campaign by spotlighting it as the centerpiece of its fall marketing efforts. This celebrated campaign, which began in 1994 with legendary photographer Richard Avedon, continues to pair Neiman Marcus with prominent fashion creatives to showcase the season’s most coveted styles through multimedia presentations.
For this milestone season, Neiman Marcus has enlisted Tyler Mitchell, renowned for his distinctive style, to capture the essence of high fashion. Mitchell’s contribution includes both a photographic series and a 90-second film titled “Extraordinary Pursuits,” featuring exclusive collections from Schiaparelli, Amiri, Loewe, and Christopher John Rogers, among other designer labels. The campaign marks the first time The Art of Fashion integrates video content alongside traditional photography.
“The Art of Fashion has always been about collaborating with the top talents in the industry,” said Nabil Aliffi, Neiman Marcus Chief Brand Officer. “Tyler Mitchell’s work, with its romantic and evocative quality, perfectly embodies the next evolution of The Art of Fashion. His impact extends beyond fashion into the realms of art and culture, making him an ideal choice for this 30th edition.”
Mitchell’s film, set in a stylized Neiman Marcus store, features actor Ayo Edebiri in a narrative of self-discovery while searching for a new hat. The film also includes appearances by actor Colman Domingo, journalist Amy Fine Collins, models Alex Consani and Roberto Sipos, and Alexis Stiles, a top executive at Spencer Stuart. Aliffi highlighted Stiles’s inclusion as a nod to the brand’s commitment to honoring its clients who embody exceptional personal style.
In a nod to contemporary digital culture, Neiman Marcus has partnered with Joshua Kamei, known for his Instagram account @ladiesofmadisonave, which highlights women with extraordinary fashion sense. Kamei will take over Neiman Marcus’s social media channels, conducting interviews with the film’s featured personalities and offering insights into their unique styles.
Additionally, Neiman Marcus’s 3,000 stylists nationwide will host in-store events, encouraging clients to explore and embrace the styles showcased in The Art of Fashion. Aliffi emphasized that the initiative aims to assist clients in discovering their personal style comprehensively, rather than focusing on individual pieces. “This campaign is about more than just a garment or accessory; it’s about helping our clients curate a complete, personalized look,” he said.
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