Destination: London. Our story took us back to the Brits where the master of opulence and jet-set glamour works his magic
with textures, patterns and fabrics. And there within was the story idea. Matthew Williamson for Impulse Only at Macy’s was
all about cool, posh, modern opulence. Props, backgrounds, textures, everything was infused with rich, luxurious,
over-the-top glitz and glam — a concept by the collection for the collection.
Fashion photographer, Camila Akrans, captured the London luxe with Dree Hemingway, granddaughter of Ernest Hemingway,
as the muse who took the campaign and the clothing to a level beyond our expectations.
The 360° campaign was infused with the same young and fresh richness as the clothing to pull in the millennial target across multiple touchpoints including video, national magazine, online, station domination, in-store and press events.