“Forward march (or is it March?)!” is Neiman Marcus’s directive for spring 2022.
The luxury retailer has just released its spring campaign called Looking Forward, Forward Looking. The digitally led campaign features a series of videos, The Spring Book, digital and print advertising, social media content and in-store visuals.
According to the store’s press materials, the campaign’s theme “inspires customers to embrace tomorrow’s opportunities, the future of style and transformation of seasons. The campaign taps into the current cultural mindset, where customers are more than ever anticipating the joy of exploring and participating in all the new possibilities of spring.”
“We heard that many of our customers are ready to embrace spring and the fashion that comes with it, and we also saw many designers show collections on the runway that captured a sense of joy and optimism,” said Lana Todorovich, President and Chief Merchandising Officer, Neiman Marcus. “With the Looking Forward, Forward Looking campaign we capture this sense of optimism and are excited to bring our customers fashion-forward exclusives, new brands and retail experiences that will capture the mood and new take on glamorous, confident dressing this season.”
The campaign kicks off with The Art of Fashion men’s and women’s videos. Shot at the Mojave Desert’s Bristol Lake, the videos showcase the next wave of designer looks (such as Amiri, pictured above) and were directed by the Neiman Marcus in-house team.
Looking Forward, Forward Looking includes more than ten new and emerging labels as part of the 267 brands featured in the campaign across the women’s, men’s, children, home and beauty categories.
In March, Neiman Marcus will unveil its spring issue of The Book, which spotlights luxury designer brands alongside emerging talent and key must-haves for the season. Photographed by Emma Tempest, the covers feature looks from design houses Peter Do and Casablanca. Exclusive content includes a Q&A with Olivier Rousteing, creative director of Balmain, discussing the brand’s optimism for the season and the “New French Style” that influences the forthcoming collection. Additionally, Neiman Marcus Fashion and Lifestyle Director Lisa Aiken and Neiman Marcus and Bergdorf Goodman Men’s Fashion Director Bruce Pask share the season’s list of essentials and provide styling tips for spring.
Looking Forward, Forward Looking digital campaign stories and content, including designer Q&As and a feature on Women’s History Month, went live yesterday and will be online throughout the spring on Neiman Marcus’ Magazine.
Finally, in each Neiman Marcus store, the concept of Looking Forward, Forward Looking is brought to life through mylar displays that mimic the liquid-metal effect seen in The Art of Fashion videos.