What: Neiman Marcus’ newest campaign “Live Your Luxury” seeks to demonstrate the different purposes and occasions for luxury in an inclusive campaign that shows designer fashion in different settings.

Why it is important: The fall 2022 campaign seeks to incorporate all media types and channels in a 360° approach which involves everything from store to connective television — window displays; store activations and merchandising; events; digital advertising media; digital content; paid social media; social content; email and print.

The idea of inclusivity goes beyond cultural or physical representation and seeks to eliminate the stereotypes connected with certain types of garments and brands. Images of elevated and traditional fashion imagery go alongside those that incorporate irreverence, humour and musicality. Some 250 to 300 videos, ranging from five to 30 seconds, were produced. Some videos show Neiman Marcus style advisers humorously interacting with diverse customers, telling different stories about what shoppers want. The videos did use hired actors.

The campaign’s “flagship” fashion story is “The Art of Fashion,” which features 418 brands across women’s, men’s, children’s, home and beauty. The Book features a section called “The List” covering style tips from executives and more. Another section called “The Refresh” examines emerging trends in both fashion and beauty and contains interviews with creative directors from luxury fashion brands.

The cover of The Book features Valentina Sampaio, making this issue the first time a transgender woman has appeared on The Book’s exterior further demonstrating Neiman Marcus’ commitment to inclusivity.

Neiman Marcus’ “Live Your Luxury” 360° campaign