By  on August 25, 2014

Macy’s, building on its record of big events like the Fourth of July fireworks, is partnering with the Fashion Rocks concert, which is being revived Sept. 9 at the Barclays Center in Brooklyn.

“We are not just a presenting sponsor. We are partnering with Fashion Rocks and integrating into the show,” Martine Reardon, Macy’s chief marketing officer, told WWD. “Macy’s supplies another entertainment component to the show.”

Fashion Rocks, which celebrates how connected music and fashion are, occurs during New York Fashion Week. It took a recession-induced hiatus and hasn’t been held since 2008. Richard Beckman, the former Condé Nast and Fairchild executive who was instrumental in organizing the special in its initial incarnation, is producing through his Three Lions Entertainment company along with Don Mischer Productions. Ryan Seacrest will host the show, which will be broadcast live at 9 p.m. on CBS.

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Reardon explained that Macy’s will provide the fashions for the fashion show that will run through the concert, during or between the music acts.

Those watching the show from home can “shop live” via macys.com/fashionrocks. Additionally, those watching will be able to access Macy’s content through a Fashion Rocks second screen experience with a mobile app.

Reardon said it was a “no-brainer” to link with Fashion Rocks in light of Macy’s penchant for teaming with music stars such as Madonna, Justin Bieber, Beyoncé, Lady Gaga, Rihanna, Sean “Diddy” Combs, Taylor Swift, One Direction, Jessica Simpson, Usher, Carlos Santana, Jennifer Lopez, Mariah Carey and Queen Latifah, to either sell their products or integrate the celebrities into the advertising.

Beyond the concert itself, Fashion Rocks will be the theme of Macy’s fall campaign in its advertising, catalogues, online and in-store marketing. Macy’s annual Glamorama and Passport fashion shows also integrate music and fashion.

“It will be the overall handle at Macy’s, but underneath that, there will be many different fashion trends,” including rock ’n’ roll styles, models with guitars and clothes one might see spectators wearing at a concert, Reardon said.

Tickets for Fashion Rocks are being sold by Ticketmaster, and Macy’s has its own batch of about 500 tickets that the retailer will be selling to benefit Broadway Cares/Equity Fights AIDS.

Additionally, a Macy’s VIP Pass package, the proceeds of which will also benefit Broadway Cares/Equity Fights AIDS, is being offered for the show and the before and after parties. Leading up to and through the event, Macy’s will provide an insider’s look into the show through social media and the Shazam app.

Macy’s is providing most of the fashion that will be shown during the concert, including Rachel Roy, Ryan Seacrest Distinction, INC and Bar III. However, some brands sold at Macy’s will be augmenting the assortment with styles that may not be available at the department store. Among those set to perform at Fashion Rocks are Lopez, Usher, Pitbull, Miranda Lambert, Kiss, Duran Duran, The Band Perry, Rita Ora, Jennifer Hudson, Magic, Nico & Vinz and Afrojack.

A Macy’s spokesman said a one-year agreement was signed with Fashion Rocks.

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