NEW YORK — Bloomingdale’s is getting artsy for fall.
Starting in September and continuing through the holiday season, the upscale retailer will devote its windows and in-store visual displays to a variety of art forms—everything from sculptures and paintings to performance art. Designer John Varvatos has also designed an exclusive tie for the promotion that will retail for $98, with proceeds going to Save the Music.
Bloomingdale’s men’s wear team has embraced the art theme as part of their fall catalog that will be mailed to some 500,000 people in the first week of September.
“All of the [fall catalogs] will be part of our huge art campaign,” explained Kevin Harter, vice-president of men’s fashion direction.
Entitled ArtSeen, the full-color, 76-page men’s book is segmented into four themes—the power suit, modern thinking, a distant shore and urban sports—and represents what the store believes will be the primary fashion trends of the season.
The opening section on the power suit is entitled Mastering the Art and features models photographed amidst sculptures from artist Brandon d’Leo. Among the brands showcased in this section are Canali, Valentino, Giorgio Armani, Corneliani and Burberry.
The second section showcases the more-modern designers including Maison Martin Margiela, Ralph Lauren Black Label, DSquared2, Marc Jacobs, Burberry Prorsum, John Varvatos Star, D&G and Z Zegna. The photos were shot in a Frank Lloyd Wright home in New Jersey, Harter said, and spotlight brands that are new to Bloomingdale’s.
A Distant Shore was shot in Red Hook, Brooklyn, and is “gritty and more masculine,” Harter said. Brands here include Polo, Burberry London, Armani Collezioni, Corneliani, John Varvatos, Theory and Michael Kors.
The final trend, Urban Sports, has an après-ski theme. “We really believe in that for the fall season,” Harter said. Among the brands in this section are Y-3, Moncler, Z Zegna, Andrew Marc, Canada Goose and Victorinox Swiss Army.
Harter said the catalog will also feature a listing of some of the store’s planned in-store events for fall, which will include the annual suiting event as well as trunk shows. “We’re really getting behind events to generate excitement and really increase the activity on the floor,” he said.
Inserts from the catalog will be included in the fall issues of GQ, Vogue, Details, Best Life, Men’s Health, Esquire and T: The New York Times Style Magazine. “It’s a pretty aggressive buy,” Harter said.