HARMONIC CONVERGENCE: Cusp has a heart of rock ’n’ roll.
The Neiman Marcus department and store that represents a hipper, more youthful demographic, has created a fall ad campaign that celebrates music and those who make it. The retailer chose up-and-coming rockers as models. ZZ Ward, Natalie Bergman of Wilde Belle and Noelle Scaggs of Fitz and The Tantrums appear in ads wearing designs by Rag & Bone, Vince, T by Alexander Wang and Robert Rodriguez. The Cusp Music Experience, live performances that are an element of the campaign, will begin Wednesday with Ward and Wilde Belle playing at the Neiman’s stores in Coral Gables, Fla., and Dallas’ NorthPark Center, respectively.
The event will move into high gear Sept. 26 to 29, with in-store performances at Neiman Marcus stores nationwide. The retailer will also host DJs, informal modeling, stylists and guest bloggers. Neiman’s want to inspire customers to play the part with a rock-solid wardrobe. To get them started, stores will give away a mesh chain-link necklace with any regular priced $300 purchase, plus $50 off any purchase of $500 or more.
Peggy Sirota was hired to shoot the campaign. Sirota, who’s directed commercials for Banana Republic and Target, among others, created a behind-the-scenes video of the making of the campaign that can be seen on Neiman’s YouTube channel. Sirota’s images will be featured in the October issues of Vogue, Neiman Marcus’ The Book and regional newspapers. Images, Q&As with the musicians and Spotify playlists can be found in the September issue of Cusp’s new e-magazine. Neiman Marcus worked with CAA Marketing, a division of Creative Artists Agency, to conceive and execute the campaign.