The worlds of food and fashion collide in Neiman Marcus‘ spring ad campaign.
Dubbed Café Society, the campaign celebrates the synergy between fashion and culinary culture. The luxury retailer, in continuing its “Pursuit of the Extraordinary Since 1907,” serves as the maitre d’ of what it’s calling “a fabulous dinner party,” pairing a curation of fashion with tastemakers from both the cultural and culinary worlds.
Photographed by Bobby Doherty and shot at Mr. Chow Beverly Hills, the campaign honors Neiman Marcus’ culinary history and how restaurants have always served as places to see and be seen — while wearing the latest luxury fashion. The campaign features Pat Cleveland and Michael Chow, along with Kathy Hilton, Ivy Getty, Lucky Blue Smith, Nara Smith, China Chow, Cindy Rachofsky, Mobolaji Dawodu and Pierce Abernathy.
Pat Cleveland and a Judith Leiber bag in the Neiman Marcus campaign.
Bobby Doherty, courtesy of Neiman Marcus
Ads will run across digital, social and print media, in addition to Neiman’s owned online channels. In stores, the campaign will appear in window displays, interior presentations and immersive events as part of the store’s “retail-tainment strategy.” By partnering with celebrated chefs and offering access to the most desired dining destinations, the activations seek to create engaging ways for clients to connect with luxury.
“Fashion and food have always been the most stylish companions, serving as catalysts for connection, creativity and cultural exchange. The most coveted restaurants around the world have long been gathering places for tastemakers and visionaries, where ideas flourish and trends are born,” said Nabil Aliffi, chief brand officer of Neiman Marcus. “Today, more than ever, designers and brands are finding inspiration in the vibrant culinary world, weaving its rich textures, colors and artistry into the fabric of fashion.”
Mr. Chow in Neiman Marcus’ Café Society campaign.
Bobby Doherty, courtesy of Neiman Marcus
The campaign launches with an exclusive dinner featuring rare wines at the Rotunda restaurant at Neiman Marcus San Francisco, presented in partnership with Sotheby’s and featuring Neiman’s executive chef Jessica Oost. Other highlights include an intimate Bouchon experience with Thomas Keller in Miami, an evening with Kwame Onwuachi in Washington, D.C., a dinner with Mr. Chow and China Chow in Los Angeles — paired with an exclusive retail partnership featuring Mr. Chow merchandise — and a Caviar Kaspia at The Mark pop-up at NorthPark in Dallas.
The retailer will also host exclusive tasting tables at its restaurants in select markets throughout the spring. These reservations will showcase tablescapes that highlight the home decor collections from Versace, Ginori 1735, Jan Barboglio and Baccarat, among others.
Kathy Hilton in Oscar de la Renta in Neiman’s campaign.
Bobby Doherty, courtesy of Neiman Marcus
Further, the campaign features the sixth installment of “The Achievers,” the retailers’s continuing anthology series highlighting cultural notables including the chef of Chez Panisse and founder of The Edible Schoolyard Alice Waters; famed restaurateur, host, and art collector Mr. Chow, and acclaimed chef and writer Klancy Miller.
In addition, Neiman’s will introduce “A Pocket Guide to Great Taste” later this season, building on its tradition of publishing cookbooks. The digital edition will feature contributions from designers such as Christian Louboutin, Carolina Cuccinelli, Simone Rocha, Wes Gordon, Francis Kurkdjian, Manolo Blahnik, Sergio Hudson, and Ulla Johnson, among others, sharing their favorite restaurants, signature dishes and personal culinary memories and traditions. The guide will also showcase Neiman Marcus recipes. Culinary expert Christine Muhlke will guest curate the edition, offering her own must-visit food destinations across Paris, Milan, London and New York.
