What: Neiman Marcus is taking their partnership with Brunello Cucinelli to another level with a 360-degree campaign called “Muse of the West” which launches Monday.

Why it is important: The campaign is part of the company’s strategy called “retail-tainment” where they come up with more imaginative and complex experiences and presentations for shoppers that goes above and beyond the usual retail experience.

This collaboration with Brunello Cucinelli is a full-blown collection across women’s ready-to-wear and accessories- 30 different styles, and not a constructed capsule collection.

The Muse of the West collection draws inspiration from the American West with an Italian twist, blending classic imagery and elements of the West (plains, ranches, and horses) with Italian landscapes and autumnal colours.

Marketing initiatives include a lookbook and a first-time video with Carolina and Camilla Cucinelli. The video shows a dinner and fashion presentation for VIP customers and influences spending a day at the 100-acre RoadRunner Ranch in Dallas, mingling with Neiman’s executives and the Cucinelli sisters.

“Muse of the West” campaign by Neiman Marcus and Brunello Cucinelli