For its 100% Bloomingdale’s fall campaign bowing Sept. 1, the retailer has tagged graffiti artist Greg Lamarche.
The New York native, who is known for his eye-popping collages combining found materials and commercially printed papers from his vast vintage archive, has lent his bold, graphic style to Bloomingdale’s exclusive merchandise for the season. Lamarche’s work borrows from the season’s trend of mixing textures, fabrics and colors for and artfully arresting pastiche.
The campaign will launch on Sept. 1 with displays of Lamarche’s signature collages in the Lexington Avenue windows of Bloomingdale’s 59th Street flagship. The artist’s signature collages will also be displayed along side 100% merchandise, including interactive experiences such as a giant cell phone selfie station and a word search wall comprised of jumbled letters such as those Lamarche uses in his work.
A collection of limited-edition products featuring Lamarche’s graffiti with its profusion of font styles, fractured words and patchwork of layers will be sold in dedicated pop-up shops in all Bloomingdale’s locations through Oct. 31, as well as at bloomingdales.com.
Lamarche products will include a No Tresspassing sweatshirt covered in the artist’s lively multicolored letters for $98; a No Tresspassing crew neck T-shirt with a wide strip of the alphabet across the chest, $65; a Right Left longsleeve T-shirt with bands of letters on the arms, $70, and A No Tresspassing zip hoodie with art work on the hood and sleeves, $115.
“Being a native New Yorker, Bloomingdale’s was part of my experience growing up,” said Lamarche, explaining his interest interest in collaborating with the retailer.
“Bloomingdale’s is excited to join forces with renowned artist Greg Lamarche for our fall 2016 100% Bloomingdale’s campaign,” said Frank Berman, executive vice president and chief marketing officer of Bloomingdale’s. “Each season we look to broaden our roster of 100% Bloomingdale’s collaborators — from designers to performers to athletes — in an effort to create exclusive merchandise and experiences that our customers won’t find anywhere else. Greg’s dynamic artwork brings a playful energy to our fall campaign and creates the perfect backdrop for the season’s top trends.”
Lamarche also designed a Medium Brown Bag logo for Bloomingdale’s signature tote, $50 and a Little Brown Bag version, $35. A shaving kit and cosmetics bag read Wash Up and Hey Gorgeous, respectively. There’s also a Lamarche coffee mug, plastic tumbler, notebook, money clip mug and pillow.
Bloomingdale’s will be offering complementary Greg Lamarche letter pins to decorate denim jackets or sweatshirts at the pop-ups, while supplies last.
The retailer has planned a series of events, including on Sept. 17, Lamarche-designed patches with a purchase of jeans and darned while you wait between 1 and 6 p.m. at all stores. Other planned activations to celebrate 100% Bloomingdale’s will include a red lip service, where cosmetics associates choose a customer’s best shade on Sept. 10 from 1 to 4 p.m.; at a handbag happy hour also on Sept. 10, time to be announced, shoppers exchange a gently used handbag for 20 percent off the price of a new one. The event will benefit Housing Works, a non-profit organization that combats homelessness and AIDS.