by John Russel Jones

Neiman Marcus has introduced its Holiday 2022 campaign, “Make the Moment,” brought to life in the store’s advertising, in-store visuals, special events, digital content, and videos, as well as in its iconic Christmas Book and annual fantasy gifts.

“Our Make the Moment campaign is an extension of our brand idea, Live Your Luxury,” says Darren “Daz” McColl, Chief Marketing Officer, Neiman Marcus. “It takes the freedom and the boldness of individual style and places it in a holiday setting, where highly memorable, tradition-twisting moments are made. It’s a celebration of optimism and inclusivity in which relationships are cherished. Our Make the Moment stories highlight Neiman Marcus’ unique ability to curate and deliver the extraordinary.”

Lead Photo by Vladislav Murashko

The digitally-led campaign appears both virtually and in stores, while concurrent content is distributed via email, paid and organic social media marketing, special events, store experiences, and more. A light-hearted video series depicts customers in various scenarios with their trusted style advisors to reinforce the company’s strategy to empower every customer with the luxury of a relationship. Make the Moment was predominantly shot on location in New York, from Manhattan’s hotels, bars, and private homes, to idyllic Upstate settings, with advisor videos shot in Los Angeles.

The campaign’s anchor is the 90-year-old Christmas Book, Neiman Marcus’ annual tome dedicated to seasonal shopping and festive finery.  It is composed of relevant story-based chapters, opening with a curated collection: “All Through the House” frames home and holiday entertaining alongside occasion-ready fashion, while a diverse, multi-generational family energetically blends unconventional holidaymaking (a Christmas tree set up by the pool, for example) with tried-and-true traditions. The book will also feature the boldest and chicest of the season’s sartorial offerings, with over 260 brands — from Saint Laurent to Christian Louboutin to Moncler — featured.

The Christmas Book features a unique new feature for 2022: an Augmented Reality (AR) experience activated by a QR code on the cover, which empowers customers to become their own creators. Neiman Marcus has created a series of AR experience filters: A “NM Christmas Tree” and a “NM Christmas book.” When scanning the QR code, smartphones will automatically open Instagram stories, with both filters at the ready. The Christmas Tree filter allows for the virtual decoration of a tree that can be virtually placed anywhere, while the Christmas Book filter allows customers to take a photograph that will function as a custom Christmas Book cover.

Make the Moment also sees the launch of Neiman Marcus’s dedicated Ski & Snow collection. This distinct curation—with a dedicated section in the campaign and The Book-–includes both technical wear and après ski essentials. Ski and snow, in addition to the categories above, will be promoted throughout Make the Moment’s omnichannel campaign.

Neiman Marcus’ famed fantasy gifts for 2022 are all about creating unforgettable and inimitable moments in line with the campaign’s name. Proceeds from Fantasy Gift sales are donated to a range of charitable causes). This season’s fantasy gifts include:

  • A Cartier tiara, which may be converted to a necklace, of over 600 diamonds circa 1935 ($3.2 million). Charitable giving: The Heart of Neiman Marcus.

  • A custom Maserati Grecale Trofeo SUV rendered in collaboration with Mattel’s Barbie (including a Barbie pink paint scheme, $330,000). Charitable giving: Barbie Dream Gap Project, an ongoing global initiative that partners with charities to help remove barriers by providing equal opportunities for girls.
  • An exclusive trip to Aspen to participate in private polo lessons with Ignacio “Nacho”Figueras and Melissa Ganzi (while staying in the ultra-luxe St. Regis and attending the Aspen Polo Tournament, $295,000). Charitable giving: Boys & Girls Club of Palm Beach County- Neil S. Hirsch Family Boys & Girls Club of Wellington

  • A Hestan Napa Valley luxury weekend, including intimate cooking classes with renowned Chef Thomas Keller, a round of golf with Chef Keller and Hestan CEO and Founder Stanley Cheng, dinner at the French Laundry and other dining experiences, and an exclusive Hestan CopperBond cookware set ($175,000). Charitable giving: The Keller Restaurant Relief Fund, which supports members in need from the restaurant community.
  • A custom space-themed mini-golf course installation at home by the experiential art maestros Sweet Tooth Hotel ($200,000). Charitable giving: The Boys & Girls Club of America.
  • Shooting hoops with NBA legend Scottie Pippen and his son, Lakers guard Scotty Pippen Jr. ($333,333). Charitable giving: Chi Prep Academy, a non-profit private high school that focuses on introducing athletes to business practices as they relate to sports.

Neiman Marcus is a long-standing partner of Boys & Girls Clubs of America, whose dedicated mission is to build great futures for all young people by addressing issues including food insecurity, lack of academic access, and inequality. Neiman Marcus has donated more than $1,000,000 over time, and invites customers to make online and in-store donations to Boys & Girls Clubs of America (Neiman Marcus credit card holders may also donate).

The Holiday 2022 campaign is now viewable online at and all Neiman Marcus stores.