NEIMAN MARCUS’ FALL CAMPAIGN CELEBRATES THE 30TH ANNIVERSARY OF THE ART OF FASHION
Neiman Marcus unveiled its fall campaign today, which celebrates the 30th anniversary of the retailer’s annual The Art of Fashion campaign. Acclaimed photographer Tyler Mitchell lensed the imagery and a short film titled Extraordinary Pursuits. The digital-first campaign pays homage to cinematic style and Hollywood glamour.
For three decades, The Art of Fashion has championed those who approach style with an artful touch. Blending the creative excellence of the world’s most sought-after fashion designers with the fine art of photography, the tradition exemplifies Neiman Marcus’ distinct position in the luxury landscape. Over the years, the luxury retailer has elegantly captured the best of the season’s collections in partnership with legendary photographers, including Richard Avedon, Helmut Newton, and Lillian Bassman. Mitchell’s inimitable talent is a valuable addition to this legacy.
“Neiman Marcus has an indisputable history of collaborating with the greatest creative talents, and we are thrilled that Tyler Mitchell has joined us this season to mark the next phase of The Art of Fashion,” said Nabil Aliffi, Chief Brand Officer, Neiman Marcus. “An homage to the personal style of our clients, the campaign celebrates cinematic world-making articulated through our curated product assortment.”
The campaign stars six individuals whose creative pursuits embody the retailer’s ethos, “in pursuit of the extraordinary.” Award-winning actors turned breakout style stars Ayo Edebiri and Colman Domingo headline a cast that includes influential journalist Amy Fine Collins, model and content creator Alex Consani, model Roberto Sipos, and longtime client Alexis Stiles.
Mitchell’s work explores this season’s fashion within a dreamlike setting reminiscent of a timeless Neiman Marcus store. Production designer Poppy Bartlett designed this evocative backdrop in collaboration with Mitchell. The campaign kicks off with the short film, which debuted exclusively on the brand’s digital channels and website. The site and app include a complete campaign takeover with Mitchell’s imagery and corresponding editorial stories.
This unique brand expression expands on the ongoing anthology series The Achievers, conceived by Aliffi as part of last year’s New Frontiers campaign. This season, Edebiri, Domingo, Fine Collins, and Stiles were selected for their remarkable personal styles.
Neiman Marcus tapped Joshua Kamei of Ladies of Madison Avenue (@ladiesofmadisonave), whose online presence has quickly become a cultural cornerstone. Through collaboration, an interview campaign will run in partnership with brand channels @neimanmarcus and @neimansman. This social series is a celebration of personal style where Kamei captures a behind-the-scenes look with The Achievers on their style journeys.
Throughout the fall season, the retailer will activate a series of styling events across various stores tied to the campaign where the brand’s 3,000+ style advisors will hand-select fresh, seasonal wardrobes for clients. The sales associates will translate the campaign’s elevated curation further and invite customers into ongoing relationships through the retailer’s proprietary Connect platform. Users of the Neiman Marcus app can expect to discover stylish fashions through the highly engaging multi-brand experience.