In a new partnership between two iconic New York City brands, Bergdorf Goodman has become the exclusive global retailer for Marc Jacobs’ runway collection. The designer, who skipped the last two seasons, presented his Fall 2021 collection at the New York Public Library, with the event simultaneously projected on the facade of Bergdorf Goodman at 57th Street and 5th Avenue.
This marked the beginning of a collaboration that will see the luxury department store exclusively selling Marc Jacobs‘ runway collection when it arrives in the fall.
Marc Jacobs, a renowned American fashion designer, has been at the forefront of the global fashion world since founding his eponymous label in 1986. Known for blending preppy, grunge, and couture aesthetics, Jacobs has had successful tenures at both Perry Ellis and Louis Vuitton before focusing on his own namesake label.
In March 2015, he announced the end of his secondary brand, Marc by Marc Jacobs, to concentrate on the development of his main label and cater to a more luxury-oriented audience.
The Fall 2021 show was projected on a loop outside the Bergdorf Goodman store from 7 to 11 pm on Monday, offering fans a chance to experience the collection in real time. This concept is not new to Jacobs, who previously experimented with live viewing experiences during his Spring 2016 “One Night Only” show at the Ziegfeld Theatre.
Interestingly, the runway collection debuting on Monday will not be available in Jacobs’ own stores. This suggests that the 130 doors the designer currently has globally will now solely feature his contemporary line, The Marc Jacobs, his streetwear line Heaven, or off-price merchandise.
Bergdorf Goodman‘s partnership with Marc Jacobs comes as the designer’s brand plots a return to growth, following the success of Marc Jacobs Perfect, Coty Inc.’s biggest fragrance launch in 15 years.