Dallas-based luxury retailer, Neiman Marcus has announced the launch of its innovative Fall 2023 campaign, New Frontiers. The campaign draws inspiration from the brand’s rich heritage while simultaneously looking towards the future.
It aims to inspire discovery across all three facets of Neiman Marcus‘ integrated retail model – in stores, online, and through remote selling. The campaign is brought to life through a digitally-led 360-degree approach across the retailer’s marketing channels, featuring elevated content, targeted customer messaging, and leveraging the personal relationships the retailer fosters with its clients.
“Our Fall campaign is a celebration of Neiman Marcus’ history and core values, which serve as a guiding light for the road ahead. We continue to strive for excellence, providing unique experiences and expert curation to the American luxury customer,” says Ross. “It is through branded expressions like the Fall campaign that we make life extraordinary for our customers which in turn fuels our growth strategy, Revolutionizing Luxury Experiences.”
The campaign reinforces Neiman Marcus’ position as a fashion authority by showcasing a curated product assortment of the season’s most coveted brands and exclusive items. This is evident in the digital campaign video and the reimagined Fall Book, which has transitioned from a traditional catalogue to an interactive experience on the brand’s website. The cover of the Fall Book reintroduces the iconic Neiman Marcus butterfly, signaling a new house code.
“Since its founding, Neiman Marcus has stood for dream-making and achievement at the highest level. We continue to strive for excellence, providing unique experiences and expert curation, only available at Neiman Marcus,” says Aliffi. “Through New Frontiers we aim to strengthen our creative identity with elevated imagery that captures the Neiman’s spirit while celebrating our brand partners’ unique expressions.”
New Frontiers also debuts the premier installment of an anthology profile series, The Achievers, featuring five individuals who represent the Neiman Marcus quest for excellence. The Achievers include Wes Gordon, Creative Director of Carolina Herrera, filmmaker Gregg Araki, writer and curator Amy Sall, social and animal rights activist Cornelia Guest, and Ceedee Lamb, wide receiver for the Dallas Cowboys.
Shot on location at Pier 59 studios in New York City by photographer Arnaud Lajeunie, the imagery and videos feature a variety of talent, including Hannah Wick and Mark Vanderloo. The strong visuals capture dream-like scenes across Americana landscapes, interspersed with expertly curated luxury pieces. State of the art Stagecraft technology, featuring giant high-res LED screens, was used to create extraordinary landscapes and imagery.