To honor three decades of its iconic brand platform, the luxury retailer tapped award-winning actors Ayo Edebiri and Colman Domingo to shine in a silent film-inspired ad spot. Neiman Marcus, a 116-year-old icon in the world of luxury retail, is once again proving that timeless style and elegance are at the heart of its brand. To celebrate the 30th anniversary of its iconic platform, ‘The Art of Fashion,’ the retailer has unveiled a new fall campaign that blending high fashion with the allure of classic cinema.
The Art of Fashion has long been Neiman Marcus’ signature blend of creative excellence and high art, where some of the most coveted designers meet the lens of leading photographers and creative directors. This annual tradition has featured legends like Richard Avedon, Helmut Newton and Lillian Bassman. This year’s campaign, titled Extraordinary Pursuits, pays tribute to the golden age of Hollywood while infusing the modern elegance that Neiman Marcus is renowned for.
The digital-first campaign stars a cast of distinguished figures whose personal styles embody the brand’s ethos: breakout actors Ayo Edebiri and Colman Domingo, journalist Amy Fine Collins, models Alex Consani and Roberto Sipos, and longtime client Alexis Stiles. Advertisement At the helm of this campaign is the visionary photographer Tyler Mitchell, celebrated for his historic work as the first African American photographer to shoot the cover of Vogue in its 125-year history. Mitchell brings his distinctive artistic touch to the campaign.
The heart of the campaign is a short film that takes viewers on a journey through a dreamlike Neiman Marcus store. Ayo Edebiri, playing the role of The Hat Lady, loses her hat to a gust of wind just outside the store and is swept into a world of luxury and fashion. As she ascends a grand staircase, she’s greeted by a stylish crowd, each person seemingly frozen in time, yet perfectly dressed in the season’s most sought-after pieces.
The film’s silent movie style, complete with piano music and title cards, adds to its vintage charm, while Mitchell’s direction ensures it feels fresh and contemporary. “Neiman Marcus has an indisputable history of collaborating with the greatest creative talents and we are thrilled that Tyler Mitchell has joined us this season to mark the next phase of The Art of Fashion,” said Nabil Aliffi, chief brand officer of Neiman Marcus. “An homage to the personal style of our clients, the campaign celebrates cinematic world-making articulated through our curated product assortment.
” Advertisement This campaign aims to be more than just a visual feast; it’s an invitation for customers to engage with the brand in new and immersive ways. From styling events at select stores to exclusive digital content, Neiman Marcus is ensuring that the spirit of The Art of Fashion is accessible to all. The work will also feature a behind-the-scenes look at the style journeys of its cast, captured by the cultural tastemaker Joshua Kamei of Ladies of Madison Avenue.
The campaign was developed in-house by chief brand officer, Nabil Aliffi. Seeking more creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story..
