Bergdorf Goodman is turning the street-style lens on the rising new guard of designers and members of the BG team themselves.
Friday, the retailer will launch “New York Style,” a content campaign that captures the spirit of the city and celebrates the new vanguard of designers shaping the style on the streets.
Shot by street-style photographer Tommy Ton on the blocks around Bergdorf’s, the project captures BG president Tracy Margolies; senior vice president, women’s fashion and director of store presentation Linda Fargo; chief merchant Yumi Shin; chief creative officer Elle Strauss, and other members of the fashion and buying teams in a mix of spring and resort collections.
An image from the “‘New York Style” campaign featuring looks by Maria McManus.
Courtesy of Bergdorf Goodman
In addition, it spotlights a few of the designers themselves including Aisling Camps, Heirlome’s Stephanie Suberville, and Maria McManus, all of whom offer their insights into what defines New York style. Other designer collections featured are Khaite, Bode, and Willy Chavarria.
“To kick off New York Fashion Week, we sought out to articulate the spirit of the city’s style while championing the new vanguard of designers who are shaping its future,” said Strauss. “In partnership with the street-style pioneer himself, Tommy Ton, we’ve captured our hometown’s sartorial sensibility while turning the lens onto our own team alongside the designers themselves.”
Looks from the “New York Style” campaign featuring Bode.
Courtesy of Bergdorf Goodman
About a dozen images will be featured across Bergdorf’s digital channels including social media and website.
An image from the “New York Style” campaign featuring Aisling Camps.
