Now in its second year, Macy’s American Icons initiative will be reprised next month with a variety of events inspired by America’s favorite pastimes, a give-back program to benefit U.S. war veterans, special fashion collections and celebrities.
An American Icons ad campaign will feature Olympic medalist Ryan Lochte, actress and model Ireland Baldwin, actress Lucy Hale and country singers Brett Eldredge and Jana Kramer. Ads were shot in Nashville; New York; Corona del Mar, Calif.; Monument Valley on the Arizona-Utah state line; Ghost Ranch in New Mexico; Charleston, S.C., and Virginia Beach, Va.
American Icons will be featured in all Macy’s fashion, apparel and accessories doors.
“The customer absolutely loves this,” said Martine Reardon, chief marketing officer. All-American iconic music plays in the stores, which gets the customers and the associates excited. “[Last year] they were literally dancing in the aisles. It’s one of our most successful initiatives. It put some theater back in the store.”
Macy’s will once again partner with the veteran empowerment initiative Got Your 6 (which in military terms means “I’ve got your back”), which is dedicated to improving veteran reintegration and putting their skills to work at home. The coalition focuses on jobs, education, health, housing, family and leadership. Macy’s 2013 “American Icons” campaign raised more than $3.4 million to support the work of the coalition partners, including the Pat Tillman Foundation and Student Veterans of America; Team Rubicon; the 100,000 Homes campaign, and Hiring Our Heroes.
Beginning May 17 with “Got Your 6 Saturday,” customers can give $3 at any register and receive a 20 percent off savings pass for any day they choose. One hundred percent will be donated to Got Your 6 and its nonprofit partners.
Other highlights of the program include:
• Macy’s customers will be able to shop for exclusive merchandise — which will be designated American Icons — from such designers as Calvin Klein white label, Tommy Hilfiger, INC International Concepts, Michael Michael Kors, Nautica and Finish Line. The collections will be available in stores beginning in early May through the end of June. Lochte and Baldwin will appear in a new print, digital and in-store American Icons ad campaign for Calvin Klein.
• Also part of the initiative is a capsule collection of dresses, designed by actress and musician Zooey Deschanel and Tommy Hilfiger, named “To Tommy, From Zooey.” It is currently available in about 200 Macy’s stores. In addition to the dresses, Hilfiger has specially selected American Icons merchandise available in women’s, men’s, kids, home, swim and shoes.
• The campaign for INC, exclusively at Macy’s, features country music stars Eldredge and Kramer. Set in Nashville, the two will be featured in print, digital and in-store advertising wearing various pieces from INC.
• Actress and singer Lucy Hale will represent American Rag, available exclusively at Macy’s, through the duration of the American Icons campaign.
As part of American Icons, customers will be able to participate in a variety of events and programs throughout the country, including Macy’s Great American Country Fair, which will take place in more than 20 cities. Other events include Macy’s Great American Pop Quiz and 4th of July Sweepstakes, and Macy’s Day at the Ballpark, where shoppers can win a pair of tickets to a Minor League Baseball game in select stores when a qualifying men’s purchase is made. There is also Macy’s Great American Grilling Guru, where customers can enter their best grilling recipe through Macy’s Culinary Council sitelet (macys.com/culinarycouncil) from April 15 through May 3. Local semifinal cook-offs will take place across the country on June 7, with six regional winners competing in the national “Sizzle Showdown” competition on June 28 in New York City. The winner will receive $10,000 and a trip to the 2015 Macy’s 4th of July Fireworks.
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye