Luxury & Legacy Campaign | Retro Disco Elegance | Clapboard

Luxury and Legacy Collide

Description

Luxury and Legacy Collide is an integrated campaign launched by Bergdorf Goodman in the United States in May 2022, created by the ad agency Nice Shoes to capture the essence of contemporary luxury within the retail services industry. This campaign features two striking media assets that blend retro aesthetics with modern elegance, suffused with rich purple and gold hues and adorned with sparkling disco balls. The first piece, The Expressionists, merges vintage roller disco vibes with the vibrancy of modern New York City life, showcasing high-fashion collections from iconic brands like Bottega Veneta, Alexander McQueen, Prada, and more. Starring Denée Benton from HBO’s The Gilded Age along with House of Slay founders Ezra J. William, Laura Kim, and Prabal Gurung, the stylish cast roller skates through Bergdorf Goodman’s halls, illuminated by dramatic lighting to highlight the season’s bold, body-baring apparel. This spot celebrates creativity and fashion as a free-spirited expression, featuring standout pieces such as Giuseppe Zanotti platform sandals, Bottega Veneta scarf-neck dresses, Proenza Schouler fringe maxi skirts, and Alexander McQueen tailored suits. The campaign’s second piece, The Ultimate Party, takes a documentary-style approach to commemorate Bergdorf Goodman’s storied, star-studded legacy through a compelling mix of new and archival footage, reinforcing the department store’s powerful cultural significance in New York. This dual narrative campaign strategically fuses luxury, culture, and nostalgia, offering audiences a dynamic visual experience that reflects Bergdorf Goodman’s commitment to elegance, innovation, and an optimistic outlook for the season ahead. The campaign not only elevates the featured designer collections but also deepens the emotional connection between the brand and its discerning audience, positioning Bergdorf Goodman as a timeless icon at the intersection of luxury and legacy.

Credits

Client

Bergdorf Goodman

Agency

Nice Shoes

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Campaign Proposition

The "Luxury and Legacy Collide" campaign by Bergdorf Goodman, crafted by Nice Shoes, articulates a brand proposition centered on the fusion of timeless elegance with contemporary cultural vibrancy. By integrating rich visual motifs of purple and gold alongside a retro roller disco aesthetic, the campaign evokes a sense of nostalgic glamour while positioning the brand as both relevant and forward-looking. This duality underscores Bergdorf Goodman’s promise to offer luxury retail experiences that honor its storied heritage while embracing modern expressions of fashion and creativity. Strategically, the campaign leverages a nuanced insight into the aspirational lifestyle of its target audience—fashion-conscious consumers who value both legacy and innovation. Through the two distinct yet complementary films, "The Expressionists" and "The Ultimate Party," the campaign appeals to an audience attuned to cultural sophistication and artistic storytelling. Featuring prominent figures such as Denée Benton and influential fashion creators, the campaign embeds authenticity and contemporary relevance within a high-fashion context. The use of a dynamic roller-skating narrative intertwined with the brand’s historical documentation creates a layered storytelling approach that resonates with viewers’ appreciation for both heritage and current trends. By spotlighting collections from luxury designers like Bottega Veneta, Alexander McQueen, and Prada within a visually rich, cinematic experience, the campaign strategically positions Bergdorf Goodman as a curator of cutting-edge fashion anchored in tradition. This approach not only reinforces the brand’s identity within the luxury retail sector but also connects emotionally with consumers through aspirational lifestyle imagery and an invitation to partake in the legacy and innovation Bergdorf Goodman embodies.

Creative Device

FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres. This Bergdorf Goodman campaign most closely matches the "Parody or Borrowed Format" creative device. The narrative and visual cues—specifically the retro roller disco aesthetic, the documentary-style approach in 'The Ultimate Party', and the blending of vintage nostalgia with contemporary elements—directly reference and borrow from iconic genres and cultural history (namely disco-era fashion and documentaries on storied institutions). The campaign leverages genre tropes such as disco balls, retro lighting, and archival footage to position luxury fashion within a familiar entertainment format, rather than building a story where the product is central to a plot or emphasizing user imagery or overt demonstration. The focus is on associating Bergdorf Goodman with the energy and legacy of quintessential pop-culture moments and formats, not on literal problem-solution messaging or straightforward presentation of benefits. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

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