Bergdorf Goodman has officially launched its 2025 holiday campaign, titled The Bergdorf Soirée, celebrating the unique glamour of New York City during the festive season. The campaign encompasses a variety of elements, including exclusive shopping experiences, a holiday book, and a curated selection of gifts aimed at enhancing the holiday spirit for shoppers.
The Bergdorf Soirée campaign highlights moments of preparation for holiday festivities, featuring scenes of Champagne toasts and striking fashion statements. The visual narrative, directed by Alexandre Bassard, showcases an eclectic cast, including Linda Fargo, senior vice president of women’s fashion at Bergdorf’s, and notable personalities such as Maggie Maurer and Quentin Jones.
The cinematic journey begins with a postman delivering a beautifully calligraphed invitation to Fargo. The storyline then transitions to a lively party scene, where guests don pieces from Bergdorf’s latest collections, featuring designs by iconic brands such as Schiaparelli, Tom Ford, and Valentino. As the evening progresses, the film captures the essence of a holiday night in New York, culminating in a serene dawn as Fifth Avenue glimmers under early light.
“The holidays are the most special time at Bergdorf Goodman, where style, tradition, and connection make it the ultimate shopping destination for our clients,” said Kristin Maa, chief marketing officer of Saks Global, the parent company of Bergdorf Goodman. She emphasized that the campaign reflects the store’s commitment to offering a remarkable assortment of highly coveted brands, aiming to inspire and delight customers with extraordinary gift options.
The campaign will be prominently featured across Bergdorf Goodman’s platforms, including its website, app, and social media channels. Exclusive behind-the-scenes content will showcase the talent involved in the campaign, sharing tips for hosting elegant gatherings. The shopping experience will be enhanced with curated gift assortments categorized for men, women, children, and home, alongside a special section for gifts priced under $250.
Additionally, this year’s holiday book will deliver a rich assortment of fashion stories, jewelry content, and an expansive gift guide. It will include a fictional narrative titled “Fashionable Lives,” which follows the experiences of diverse characters, each representing unique styles and personalities. In-store, the story will come alive through curated gift selections reflecting the essence of each character.
Bergdorf Goodman is also set to bring back its “Little Black Book” series, showcasing some of New York City’s most iconic destinations. The store will host various holiday experiences, including the popular Breakfast With Santa series and live musical performances, designed to engage and delight visitors.
Furthermore, the Bergdorf Goodman Foundation Fund will continue its support for Culture for One, an organization dedicated to transforming the lives of children in foster care through the arts. Clients will have the opportunity to contribute to this cause in-store later this season.
As the holiday season approaches, Bergdorf Goodman aims to create a magical and reflective experience for its clientele, blending fashion and festive spirit in a way that resonates with the vibrancy of New York City.
