The store today unveils “Love Letters to New York”, a collection of letters from celebrities from different walks of life expressing their feelings about New York and some special moments they have had in the city.
The letter writers include Lauren Hutton, Debbie Harry, Christy Turlington, Casey Fremont, George Hahn, Lauren Servideo, Laila Gohar, Mei Kawajiri, Michael Bargo and Nicola Vassell.
They are joined by local designers Abrima Erwiah from Studio 189, Fernando Garcia and Laura Kim from Oscar de la Renta, Jack McCollough and Lazaro Hernandez from Proenza Schouler, Irene Neuwirth, Jason Wu, Michael Kors, Marc Jacobs and Peter Do.
Bergdorfs also tapped designers from abroad, including Albert Kriemler from Akris, Brunello Cucinelli and Pierpaolo Piccioli from Valentino.
In an excerpt from his love letter to New York, curator Isolde Brielmaier wrote: “I came to you with a dollar and a dream. I spent that dollar and my dream blossomed … ”
Designer Joseph Altuzarra wrote: “I was born and raised in Paris, and yet I feel more in New York City. I remember holding the keys to my very first apartment in New York and feeling for the first time that I belonged … ”
Michael Kors wrote: “You are my home and constant inspiration. You have been my lucky charm. My career started on 57th Street and Fifth Avenue, and everything about me as a person and as a designer continues to be imbued with your spirit … ”
Lauren Hutton wrote: “Boy, there’s no place like New York to find out what’s going on.”
New Yorkers and NYC enthusiasts from anywhere can share their own love letters to New York by visiting the initiative’s dedicated landing page, which features various letters, photo and movie content, and fashion collections available through the e-commerce platform or by visiting the store and write a letter there.
“It builds on our ‘It’s a New York Life’ campaign back in May, but this brings more votes to the table. We wanted to continue to use people with different lifestyles, icons, cultural tasters, designers and others with inspiring voices, ”said Elle Strauss, Vice President of Creative and Brand Marketing at Bergdorf Goodman. “Everyone has this incredible appreciation for New York, so we wanted to give them the chance to share their personal and deep experiences.
“Writing letters – it’s something no one really does anymore.”
For “Love Letters to New York”, Bergdorfs has set up a multimedia campaign with several channels. “It’s an immersive experience,” said Strauss, who is inside the store, in the windows and outside on the corner of 58th Street and Fifth Avenue, where there will be a tunnel-like layout with letters covering the scaffolding. There is also a desk where visitors can write letters and send them in a BG mailbox. Inside, letters dangle from the ceiling, creating an Instagrammable moment.
Online, BG asks a series of questions, such as what is your favorite New York icon and your favorite BG moment, so that the copy is checked. In the store you can write whatever you want. BG only asks the author with a few questions.
BG has developed a custom Instagram filter led by Linda Fargo, senior vice president of the fashion office and store presentation, that transports the user into BG’s Fifth Avenue windows.
To round off the digital experience, there will be a number of stickers that Instagram users can play with while sending their own love letters using the hashtag #BGLovesNY.
The Love Letter initiative runs through August 2nd.
Bergdorf’s ongoing “New York Life” campaign, filmed by Krisztián Éder, shows New Yorkers Alek Wek, Anh Duong, Ella Emhoff, Hari Nef and Lauren Hutton on their way, whether by taxi or subway, to Bergdorf in a look from Valentino , Balenciaga, Proenza Schouler, Celine and Bottega Veneta.
“Wherever you are in the world, New York City is a destination defined by the beauty of human ingenuity and creativity,” said Darcy Penick, Bergdorf’s president. With its letter campaign, “BG gives back and fights for the future of New York City while celebrating its magical qualities.”
Asked whether the letter campaign can be accelerated for the future, Strauss replied, “New York will always play a role in our storytelling.”