FASHION ROCKS @ MACYS

The epic event brought catwalk and concert stage together with Macy’s as exclusive retail sponsor. In the collaboration, the coolest Fall trends rocked to music’s hottest beats bringing the glitz and glamour to Main Street, USA. As head storyteller, the challenge was to capture and convey the powerful relationship between fashion and music on stage and backstage during the one-night, star-studded spectacular. The vibe and the energy inspired the creative storyline for a 360° campaign that would showcase the latest looks from Macy’s Fall fashion collection. 

Shot on location at and around NYC’s Barclays Center, the Fashion Rocks high-voltage scene was the perfect setting for the creative idea. Behind the lens, fashion photographer, Cliff Watts, pulled off the rock star aesthetic with guitars, mikes, equipment and logo-emblazoned vans playing backdrop to the hottest models strutting the must-have styles of the season.  

The glamour of Fashion Rocks was widely highlighted in store and online with an omni-communications plan that featured broadcast media, direct mail, on-the-scene customer engagement, shop-the-show technology, mobile, give-back programs and social platforms, including Instagram live coverage from the Red Carpet and the show, itself. 

© 2018 Helane Blumfield