What: Bergdorf Goodman’s 2025 holiday campaign, The Bergdorf Soirée, combines cinematic storytelling, exclusive events, and curated gifting to create an immersive luxury retail experience.

Why it is important: Bergdorf Goodman’s strategy highlights the importance of designer partnerships and curated gifting in driving holiday sales and reinforcing brand prestige.

Bergdorf Goodman’s 2025 holiday campaign, The Bergdorf Soirée, is a celebration of New York’s holiday glamour, brought to life through cinematic storytelling and immersive experiences. The campaign features a diverse cast, including senior vice president Linda Fargo and designer Willy Chavarria, and unfolds as a narrative journey from invitation to dawn, showcasing the excitement of a festive evening in the city. Exclusive events, such as designer appearances and live performances, are paired with curated gift assortments and the annual holiday book, which offers fashion stories, jewelry highlights, and a comprehensive gift guide. The campaign is amplified across Bergdorf’s digital channels, app, and social media, with behind-the-scenes content and personal recommendations from campaign talent. In-store, the experience is further enhanced by themed gifting edits and playful touches, such as elevator quotes and etiquette tips. The return of the Breakfast With Santa series and support for Culture for One through the Bergdorf Goodman Foundation Fund reinforce the brand’s commitment to tradition and community engagement, making the holiday season both memorable and meaningful. 

IADS Notes: Bergdorf Goodman’s campaign reflects a broader movement in luxury retail, as seen in October 2025 with Nordstrom’s holiday campaign (Press Release), Saks Fifth Avenue’s ‘Holiday Your Way’ campaign (WWD), Neiman Marcus’s The Perfect Gift campaign (Press Release), and Bloomingdale’s ‘Happy Together’ campaign featuring Burberry (WWD), where immersive experiences, curated gifting, and designer collaborations are central to holiday strategies. These approaches, also evident in Bergdorf’s February 2025 “New York Style” campaign (WWD), underscore the industry’s focus on authentic storytelling and experiential retail to elevate brand prestige and drive engagement.

Bergdorf Goodman reveals The Bergdorf Soirée holiday campaign