Lindsey Wixon for Neiman Marcus’ The Art of Fashion campaign
Neiman Marcus is celebrating female talent through the September issue of its magazine The Book, which was developed, photographed and styled completely by women.
The Book centers on the retailer’s bi-annual “The Art of Fashion” campaign, this time shot by Australian photographer Emma Summerton, which will run in glossies this fall. This focus on women’s creative voices mirrors other recent Neiman Marcus efforts that aim to put females front and center.
We see women everywhere making significant differences in the world today – in the arts, business, technology, entertainment – everywhere,” said Georgia Christensen, vice president of creative at Neiman Marcus, Dallas. “Through our Make Some Noise initiative, we are celebrating women with substance and style so dedicating our September issue to women was a natural continuation of this celebration – especially after the success of our event at SxSW.”
Varied voices
The cover of the issue features a black-and-white collage of the women who were involved in the making of the publication. Rather than overtly posed photography, the ladies are shown naturally in their own environment, whether snapping a photo or hanging with friends.
Cover of Neiman Marcus’ The Book
Van Cleef & Arpels opened the book, with a fold out ad for its haute joaillerie. Other placements in the front of the book included fashions by Ralph Lauren and Gucci and beauty efforts from Cartier, Chanel and YSL Beauté.
In his opening letter, Neiman Marcus president and chief merchandising officer Jim Gold writes, “Beginning with Carrie Neiman, bold women are as much as part of our Neiman Marcus heritage as gracious service, impeccable luxury and gorgeous fashion.”
In the front of the issue, fashion director Ken Downing breaks down some trends and sits down with designer Isabel Marant.
Neiman Marcus’ September book
A reference to its female-centric campaign during South by Southwest, Neiman Marcus introduces a social campaign for the women who #NMMakeSomeNoise across fashion, technology, music, food, art and business.
Following the magazine’s “Intersection” rundown on everything a Neiman Marcus consumer should know about this season, the magazine debuts the 26-page The Art of Fashion spread.
Ms. Summerton captured models Lindsey Wixon and Binx Walton in a series of settings that range from the “surreal” to the “simple.” In some images, the models relax in a victorian-style sitting room complete with live cockatoos, while others are snapped in front of a white background, putting the emphasis solely on the clothes and the personalities of the faces who wear them.
Neiman Marcus’ September book
A pull-out book editorial captures Chanel’s fall collection in a quaint café setting featuring Frederike Helwig’s photos. Brunello Cucinelli also gets a dedicated spread shot by New Yorker Julia Noni, who gave the brand’s sportwear a modern appeal.
Sara Hirakawa escaped the city, capturing apparel from Marc Jacobs, Donna Karan and Valentino on a plain, pairing the model up with a friendly llama.
Neiman Marcus’ September book
Model, artist and filmmaker Saskia de Brauw is profiled alongside a spread shot by Annemarieke Van Drimmelen, which intersperses handwritten quotes from the subject. In the piece, she talks of using modeling to fund her artistic endeavors, such as a recent exhibition at the National Museum of Scotland.
Getting consumers ready for chilly temperatures are a feature on Moncler’s outerwear and an editorial by Emma Tempest that takes consumers to a snowscape.
Sisters Zuzanna and Julia Bijoch show off eveningwear from the likes of Oscar de la Renta and Marches in a Yelena Yemchuck-shot spread titled “The Late Showing.”
Neiman Marcus’ September book
A pull-out beauty book introduces some of the latest launches, including fragrances from Miu Miu and Norell, Christian Louboutin’s lipstick line and color cosmetics from Dior and Giorgio Armani.
A trend-driven editorial at the back of the book features pieces available at Cusp, including an aspirational audience in the marketing.
Making a commitment
This past spring, Neiman Marcus Group brought attention to successful women with its second annual Make Some Noise brand platform activation at SXSW in Austin, TX.
Make Some Noise ran from March 18-20 and included events such as panel discussions, live music and parties. By engaging consumers in discussion and appealing to contemporary issues, the brand is ensuring that it stays relevant (see story).
Neiman Marcus’ frequently features female talent in the book.
In 2013, the department store chain celebrated the twentieth anniversary of its Art of Fashion campaign through a collaboration project with artist Sarah Moon.
The Art of Fashion campaign debuted that September and was featured in Neiman Marcus’ The Book with 23 photographs taken by Ms. Moon. Partnerships with artists help to highlight the brand’s creative vision and personality (see story).
This continuation of a theme enables Neiman Marcus to further its celebration of female voices, commemorating the women in its own past and future that have helped shape its story.
Final Take
Sarah Jones, staff reporter on Luxury Daily, New York