Bergdorf Goodman’s ‘Toast of the Town’: Holiday 2024 Campaign Celebrates NYC Style
Bergdorf Goodman will launch its holiday 2024 campaign, “Toast of the Town,” this Sunday. The campaign highlights New York City’s energy and its unique style.
Elle Strauss, Bergdorf’s chief creative officer, stated, “The campaign puts the spotlight on New York, its singular energy, and the people who make it tick.” It involves collaboration across various platforms, including online, social media, and in-store displays.
The campaign will feature a 90-second film with Natasha Lyonne as a cab driver, taking fashion icons to Bergdorf Goodman or out on the town. The film includes appearances by Carolina Herrera, Wes Gordon, Christopher John Rogers, and others. It also showcases Grace, a Jack Russell from a Broadway show. The film launches Sunday and will appear in cabs from November 26 to December 10.
The campaign presents products themed around four personas: the uptown hostess, the celebrated artist, the man about town, and the downtown “It” girl. These products will be featured in Bergdorf’s holiday book, stores, and online. Influencers will also share gift guides on social media and in-store screens.
How does Natasha Lyonne’s role in the campaign film reflect the essence of New York City’s nightlife and fashion culture?
Interview with Elle Strauss, Chief Creative Officer of Bergdorf Goodman, on the Upcoming Holiday 2024 Campaign “Toast of the Town”
In anticipation of the launch of Bergdorf Goodman’s holiday 2024 campaign, we had the opportunity to speak with Elle Strauss, the brand’s Chief Creative Officer. Strauss elaborates on the inspiration behind “Toast of the Town” and what customers can expect from this innovative campaign.
News Directory 3: Elle, can you tell us what inspired the theme “Toast of the Town”?
Elle Strauss: The theme is a true celebration of New York City—its vibrant energy and diverse style. We wanted to highlight not just the city itself, but also the incredible people who make it unique. Our aim is to invite our customers to experience this festive season through the lens of New York’s iconic spirit.
News Directory 3: The campaign features a 90-second film with Natasha Lyonne. What can audiences expect from it?
Elle Strauss: The film is dynamic and fun! Natasha plays a cab driver who takes fashion icons around the city. You’ll see cameos from renowned personalities like Carolina Herrera, Wes Gordon, and Christopher John Rogers. It’s a lively ride that reflects the essence of New York’s nightlife and its fashion culture.
News Directory 3: That sounds exciting! Can you tell us more about the product themes featured in the campaign?
Elle Strauss: Absolutely! We’ve designed products around four personas— the uptown hostess, the celebrated artist, the man about town, and the downtown “It” girl. Each persona embodies different aspects of New York life and will be prominently featured across our holiday book, in-store displays, and online. We also have influencers involved who will share curated gift guides that spotlight these unique items.
News Directory 3: Collaboration plays a vital role in this campaign. Can you tell us about your partnership with artist Carly Kuhn?
Elle Strauss: Carly Kuhn is a phenomenal artist, and her illustrations add a whimsical touch to the campaign. You’ll see her exclusive designs on our shopping bags and social media platforms, and we even made some into stickers! This collaboration further enriches the overall aesthetic of the campaign and creates a stronger connection with our audience.
News Directory 3: What can we expect from the holiday windows this year?
Elle Strauss: Our holiday windows will beautifully encapsulate our theme, focusing on five essential elements of Fifth Avenue, including parks and landmarks that are intrinsic to the city. For the men’s store, expect a homage to iconic street signs and celebrated designers that resonate with our brand ethos.
News Directory 3: what do you hope customers take away from the “Toast of the Town” campaign?
Elle Strauss: We want our customers to feel the warmth and vibrancy of New York City through our campaign. It’s about celebrating the festive season, connecting with the city’s character, and providing a unique shopping experience that feels special and memorable. We’re excited to invite everyone to join in the celebration!
Bergdorf Goodman’s “Toast of the Town” campaign will officially launch this Sunday, encouraging everyone to embrace the magic of the holiday season in the heart of New York City.
A collaboration with artist Carly Kuhn adds a creative touch to the campaign. Kuhn’s illustrations of exclusive Bergdorf products will be featured on store displays, shopping bags, and social media, with some designs made into stickers.
The holiday windows at the women’s store will reflect the theme, focusing on five key elements of Fifth Avenue, including its parks and landmarks. The men’s store windows will highlight street sign themes and celebrated designers.
Overall, the campaign aims to celebrate both the festive season and the character of New York City, engaging customers in a unique and vibrant experience.