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.
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)