The shop unveils as we speak “Love Letters to New York,” an assemblage of letters from celebrities from completely different walks of life, expressing their emotions about New York and a few particular moments they’ve had within the metropolis.
The letter writers embody Lauren Hutton, Debbie Harry, Christy Turlington, Casey Fremont, George Hahn, Lauren Servideo, Laila Gohar, Mei Kawajiri, Michael Bargo and Nicola Vassell.
They’re joined by native designers Abrima Erwiah of Studio 189, Fernando Garcia and Laura Kim of Oscar de la Renta, Jack McCollough and Lazaro Hernandez of Proenza Schouler, Irene Neuwirth, Jason Wu, Michael Kors, Marc Jacobs and Peter Do.
Bergdorf’s additionally tapped designers from abroad together with Albert Kriemler of Akris, Brunello Cucinelli and Pierpaolo Piccioli of Valentino.
In an excerpt from his love letter to New York, curator Isolde Brielmaier wrote: “I got here to you with a greenback and a dream. I spent that greenback and my dream flourished…”
Designer Joseph Altuzarra wrote: “I used to be born and grew up in Paris and but I really feel extra myself in New York Metropolis. I keep in mind holding the keys to my very first New York condo and feeling for the primary time like I belonged…”
Michael Kors wrote: “You’re my dwelling and fixed inspiration. You might have been my fortunate appeal. My profession began on 57th Road and Fifth Avenue and all the things about me as an individual and as a designer continues to be imbued along with your spirit…”
Lauren Hutton wrote: “Boy, there’s no place like New York for determining what’s taking place.”
New Yorkers and NYC aficionados from wherever can share their very own love letters to New York by visiting the initiative’s devoted touchdown web page, which can showcase numerous letters, photograph and movie content material and trend collections obtainable by way of the e-commerce platform, or by visiting the shop and writing a letter there.
“It’s constructing upon our ‘It’s a New York Life’ marketing campaign again in Might, however this brings extra voices to the desk. We needed to proceed utilizing folks of various way of life, icons, cultural tastemakers, designers and others with inspiring voices,” mentioned Elle Strauss, vp of artistic and model advertising at Bergdorf Goodman. “Everybody has this unimaginable appreciation for New York so we needed to offer them the prospect to share their private and profound experiences.
“Writing letters — it’s one thing nobody actually does anymore.”
For “Love Letters to New York,” Bergdorf’s has created a multimedia, multichannel marketing campaign. “It’s an immersive expertise,” Strauss mentioned, that’s inside the shop, in home windows, and out of doors on the nook of 58th Road and Fifth Avenue, the place there can be a tunnel-like setup with letters protecting the scaffolding. There’s additionally a desk the place guests can pen letters and ship them off in a BG mailbox. Inside, letters will dangle from the ceiling, creating an Instagrammable second.
On-line, BG asks a collection of questions, like what’s your favourite New York icon and favourite BG second, so the copy is managed. On the retailer, you may write no matter you need. There, BG solely prompts the author with a couple of questions.
BG has developed a customized Instagram filter, led by Linda Fargo, senior vp of the style workplace and retailer presentation, that transports the consumer into BG’s Fifth Avenue home windows.
To spherical out the digital expertise, there can be a collection of stickers which Instagram customers can play with whereas posting their very own love letters utilizing the hashtag #BGLovesNY.
The love letter initiative runs by way of Aug. 2.
Bergdorf’s ongoing “New York Life” marketing campaign, filmed by Krisztián Éder, options New Yorkers Alek Wek, Anh Duong, Ella Emhoff, Hari Nef and Lauren Hutton en route, whether or not by taxi or subway, to Bergdorf’s in seems to be from Valentino, Balenciaga, Proenza Schouler, Celine and Bottega Veneta.
“Regardless of the place you might be on the planet, New York Metropolis is a vacation spot outlined by the great thing about human ingenuity and creativity,” mentioned Darcy Penick, Bergdorf’s president. With its letter marketing campaign, BG is “giving again and championing New York Metropolis’s future, whereas celebrating its unyielding magical qualities.”
Requested if the letter marketing campaign might be superior for the long run, Strauss responded, “New York is at all times going to play an element in our storytelling.”