Bloomingdale’s Teams With Nicky Hilton on an AQUA Wardrobe for New York Life

Bloomingdale’s describes AQUA as a collection customers cannot find elsewhere. What began with ready-to-wear now spans footwear, handbags, jewelry and accessories, giving the label a broader role within the department store’s offer.

Hilton’s stated starting point is a customer with a full schedule and a wardrobe that needs to work across different situations. That creates a clear organizing idea for the collaboration: a city-led lifestyle story around pieces intended to work together.

The partnership puts a recognizable personality around an existing exclusive brand. The retailer can connect the collection’s point of view with AQUA’s established place in its assortment, giving customers a specific reason to explore the label.

The merchandising angle is the connection between exclusivity and a defined use case. AQUA supplies the proprietary assortment, while Hilton’s New York concept gives the collaboration a customer and an occasion around which to build its presentation.