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.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty