Bloomingdale’s is getting ready to usher in the holiday season with a campaign titled “Happy Together,” which will run the gamut from the flagship’s windows and immersive in-store experiences to exclusive collaborations and curated gifts.
At the heart of the season is Bloomingdale’s x Burberry, a yearlong collaboration culminating in a takeover of Bloomingdale’s 59th Street flagship. The partnership features an exclusive Burberry takeover of The Carousel, the retailer’s revolving pop-up shop, which goes in Nov. 6. Merchandise will be showcased across the store with dedicated capsules in each category. Every element in the shop will reflect Burberry’s craftsmanship and British sensibility, from ready-to-wear to accessories and gifting.
The Bloomingdale’s x Burberry holiday teddy bears.
Courtesy of Bloomingdale’s
“The holidays at Bloomingdale’s are defined by a sense of magic; of excitement and inspiration,” said Olivier Bron, chief executive officer of Bloomingdale’s. “This season, our collaboration with Burberry brings that spirit to life — uniting two icons with a shared passion for craftsmanship, storytelling and innovation. Together, we’ve transformed our flagship into an experience that celebrates heritage, connection, and the joy of the season in a distinctly Bloomingdale’s way.”
An image from the “Happy Together” campaign featuring Burberry products.
Josh Schulman, CEO of Burberry, said, “We’re thrilled to partner with Bloomingdale’s to create festive experiences that capture the magic of the season. Together, we will be lighting up New York with a giant Burberry check scarf across the iconic facade and curating exclusive capsule collections. With over 70 years of shared history, this partnership is a celebration of craftsmanship and festive joy. It’s a privilege to bring the essence of timeless British luxury to such an iconic destination in the heart of New York City.”
Bloomingdale’s will also offer guests an immersive brand experience, providing a destination to discover Burberry’s signature outerwear and essentials. Another key feature is a red-check capsule collection. The flagship’s Lexington Avenue windows and facade will be designed in collaboration with Burberry, and will be “steeped in tradition, wrapped in warmth, and infused with the magic of the season,” according to the retailer.
A 360-degree digital campaign will aim to drive awareness and engagement for Bloomingdale’s x Burberry, featuring a full wrap of The New York Times in print, a homepage takeover, media placements, including out-of-home, and a multipart email series that celebrates Burberry’s heritage and holiday storytelling.
Discussing how the Burberry partnership came together, Bron told WWD, “We’re actually celebrating 70 years of partnership with Burberry this year so it’s been a long-lasting relationship. We share the same creative vision and respect for craftsmanship and innovation. There’s this balance between innovation and heritage, and I think that’s very Bloomingdale’s. It’s a very natural collaboration. We love their values that are very aligned with ours.”
Under Schulman, Burberry is reinventing itself, modernizing the brand and building a new era, said Bron. “I think our stories are very much aligned, and we have a very close relationship. We’re very excited about the partnership,” said Bron.
According to Bron, Burberry fits well with the “Happy Together” theme. The brand will take over the Lexington Avenue windows, will do visual moments in the store, the Carousel moment, and exclusive collections. “It’s very special because it’s a very inclusive, very immersive experience of Burberry within our stores and across all platforms,” said Bron.
Bloomingdale’s will also do a Burberry light-up bow in the classic Burberry check on the facade. Bron noted that there will be a window unveiling on Nov. 19 for top clients, partners, and New Yorkers. The Grammy-nominated, Brit-Award winning artist Raye will perform as part of the 2025 holiday window unveil.
Kevin Harter, vice president, integrated marketing and fashion office at Bloomingdale’s, said the red-check capsule will run the gamut from accessories and women’s and men’s apparel to kids’, along with two different holiday teddy bears, one of which is wearing a Burberry cashmere scarf, that will benefit the Child Mind Institute. In addition to the Carousel’s Burberry merchandise, there will be a Burberry pop-up shop on the fourth floor that opens Nov. 6, as well as in 12 branch stores.
Bron said he’s optimistic about holiday. “We are feeling pretty good. First, because the current trend of the business is extremely strong. So that’s good. We think it will keep going during this holiday moment. Holidays are always a very special moment, particularly at Bloomingdale’s. So we feel very optimistic about what’s coming. We also think these collaborations around this ‘Happy Together’ theme will very much resonate with our customers and ecosystems. This excitement and energy and the traffic we’re seeing in the store during this period is actually tremendous. So we’re feeling very excited about what’s coming in the next few weeks.”
The Third Avenue windows are also built around the “Happy Together” theme.
A campaign image from Bloomingdale’s featuring Burberry.
Courtesy of Bloomingdale’s
Other activations at Bloomingdale’s include Studio 59 by Baccarat, an in-store bar experience; Alice + Olivia x 40 Carrots, a festive takeover once again of Bloomingdale’s cafe; a Canada Goose pop-up with personalization and discovery elements, and “Gift Yourself” presented by Bloomingdale’s American Express Card, a gifting activation for shoppers.
Another key activation is Santaland: Happy Together, featuring Burberry bears and interactive holiday moments.
Bloomingdale’s annual philanthropic partnerships include No Kid Hungry, where customers can contribute by rounding up their in-store purchases to the nearest dollar or by adding a donation at online checkout. (Nov. 1 to Nov. 30). To kick off the campaign, No Kid Hungry chefs and restaurant partners will host special cooking demonstrations in select stores, helping to raise both awareness and funds for the cause. In addition, Bloomingdale’s is supporting Child Mind Institute. Throughout December, shoppers can round up in-store purchases or add a donation at online checkout.
