Last Fall, during the 59TH Primetime Emmy Awards telecast, Macy’s began airing TV commercials featuring celebrity-cum-designers such as Martha Stewart, Jessica Simpson, Tommy Hilfi ger, Russell Simmons, Mark Ecko and Donald Trump, all of whom sell merchandise at the department store.
It was one of the company’s first national advertising initiatives and the campaign was an immediate success. It was one of the most recognized spots to air during the Emmys, in addition to the rest of that fall season, according to Martine Reardon, executive vice president of Macy’s national marketing, events and public relations. “We have had a tremendous response from consumers,” she says. “Fortunately—or unfortunately [for me]—I have been the recipient of hundreds of e-mails from happy consumers, saying they love the commercials and plan to shop at Macy’s.”
But she is cautious about calling this a celebrity marketing campaign and even more reticent to refer to them as celebrity endorsements. With regard to their apparel lines, she points out, “These are employees of Macy’s. And we don’t always want to go with recognizable names. We are a house full of brands and we are trying to show our breadth, from conservative to edgier and funkier items from, say, Sean Combs,” also known as Diddy.
She says the initiative is “close to the being the biggest campaign we’ve ever done,” although Reardon declines to discuss specifics. Agency of record JWT New York tapped the Academy Award-winning director of Rain Man, Barry Levinson, to direct all the ad spots which, incidentally, marks his first time working on a national television commercial campaign. For spring, Macy’s added Carlos Santana, Gabriel Aubry and Mariah Carey, and the company plans to keep the campaign going for fall.
“We are working on ways to keep it fresh every season, such as adding new faces, and Macy’s also recently introduced a Spanish-language spot, airing on networks such as Telemundo,” says Reardon.
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)