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Creative

Women Chase Their Alternate Selves in Macy’s Spring 2018 Campaign

BBDO New York launches spot directed by MJZ’s Nicolai Fuglsig

Women Chase Their Alternate Selves in Macy’s Spring 2018 Campaign

Spring is a time of growth and renewal, and often the start of good times and great weather. Macy’s assortment of fashion, accessories, and beauty for Spring 2018 brings together themes of evolution and happiness, featuring a wide array of contemporary silhouettes, colour schemes, and unique detailing, in addition to modern reinterpretations of wardrobe classics.

Curated by Macy’s Fashion Office experts, these trends can be explored in Macy’s Presents The Edit, where customers can find a mix of fashion ideas and inspiration.

In keeping with the theme of revitalisation, Macy’s Spring 2018 campaign, Find the Remarkable You, shows how women can use fashion not only to elevate their appearance, but also highlight and enhance their inner strength and confidence. As part of the campaign, Macy’s Instagram activations #FINDREMARKABLE and Live hack will help customers put together amazing outfits with their favourite influencers and Macy’s stylists.  


“Spring is an excellent time to update your wardrobe to reflect the freshness and fun of the season,” said Cassandra Jones, senior vice president of Macy’s Fashion. “From minimalist designs rendered in sun washed pales and charming florals to reimagined applications of stripes and utilitarian details, we’ve culled together a truly inspired assortment of clothing, accessories and beauty that will reenergise our customers to make them look and feel remarkable. In our Spring fashion campaign, we show just how empowering and transformative fashion can be! We’re excited to have our customers find the best version of themselves with their favorite influencers through our unique #FINDREMARKABLE and Live hack Instagram programs.” 

Macy’s Spring 2018 campaign, Find The Remarkable You, brings the trends and themes of the season to life. A 90-second commercial spot produced by Macy’s agency BBDO New York, which launched on March 11 and runs through April 7, encourages women to do more than just dress to look their best. It inspires them to feel galvanise by what they wear, to find their most remarkable selves. It tells the action-packed story of six different women who are startled when they are faced with another version of themselves. To drive this story, the film is accompanied by an orchestral score of the 1970’s hit song “One Way or Another,” as we follow each of these women chasing their alternate selves. In doing this, the lyrics are turned into a powerful statement sung by each woman as they engage in their chase.

To further drive the conversation, Macy’s is partnering with Wendy Nguyen from Wendy’s Look Book, along with other influential fashion personalities, in the Instagram Live hack on March 14. Together with Macy’s SVP of fashion, Cassandra Jones, Wendy will help people find the most remarkable version of themselves by hacking Live Share, a new feature on Instagram Live Video that lets two people live stream a video at the same time. The live hack will allow Macy’s followers to find inspiration as Wendy and Cassandra match selected items from influencer closets with spring fashion from Macy’s. As they talk about the outfit, people will get great fashion advice that helps them find the most amazing version of themselves.

Macy’s is also tapping Instagram favourites for the #FINDREMARKABLE thread. Macy’s will provide influencers with the same article of clothing, such as the perfect spring dress. Each influencer will then take the dress and make it their own, in their style, using Macy’s clothing and other accessories. They will then tag the next influencer and challenge them to do the same, creating a journey through all the style possibilities that can be inspired by the same dress. Macy’s will encourage all stylish women to join the fun and show us what they can do with the dress, inspiring women everywhere to find their own remarkable style. 

Spring Trends

This season, a refreshed palette of pinks, lilacs, yellows, and blues breathes new life into minimalist and architectural shapes. Tops, dresses, and third pieces featuring voluminous sleeves and asymmetrical details are rendered in exquisite sun-washed pales for a brilliant marriage between austerity and romance. Crisp shirting in stripes and checks are deconstructed and dramatised for a unique iteration of the menswear for women trend. Shirtdresses are statement-making with colour-blocked stripe patterns and exaggerated ruffles, and utilitarian details like drawstring sleeves and belts on poplin tops and skirts are unexpected and chic. The utilitarian elements also drive basics forward with elevated functional features like cargo pockets, snap closures, and grommets. Denim is redone with new light washes, appliqués, ruffle details, and patchwork that pushes the boundaries on the ways it can be worn.

Accompanying these looks are forward-looking accessories—statements earrings take on the shape of flowers and are rendered in rose gold, bedecked with pearl and crystal embellishments. Handbags and shoes are structured and also receive checkered, pastel, and stripe treatments, with pink leading the charge.

Perfectly representing the ethos of the season is Macy’s partnership with Jill Stuart, whose designs embody a modernistic approach to romance and is a favourite among industry “It” girls. Created for Macy’s, the JILL Jill Stuart collection is lightly whimsical, yet architectural and includes fanciful dresses and gently structured tops, skirts, and pants. Resplendent prints and textiles abound in the collection with gardenia printed crepe, hibiscus printed bubble chiffon, and jasmine printed chambray worked into sharply silhouetted, eye-catching pieces epitomising Jill Stuart’s coolly ethereal aesthetic.  

Spring beauty also emanates modern freshness and looks run the gamut, but with an overarching glow factor. Black eyeliner has taken a dramatic turn, with thick application around both lashlines trending, and metallic makeup in all shades is applied both subtly and boldly. Ultra-highlighted skin is a massive makeup movement, with holographic and gold-tone shades at the front of the pack. With so many covetable trends, Macy’s makes it possible to try them all with the Macy’s Beauty Box. For $15 a month, customers will receive five deluxe beauty samples selected by Macy’s beauty experts, plus a bonus sample and $5 coupon to use in-store or on macys.com on their next beauty purchase. 

Need help navigating all the extraordinary offerings? In-store customers can take advantage of MyStylist@Macy’s, the personal shopping service that’s fun, fast and free. Shoppers on the go can download the free, best-in-class mobile app allowing them to interact with The Edit, take a pic of their favourite items featured in Macy’s advertising, then go directly to purchase that product on their mobile device; or visit macys.com/theEdit to learn more about the trends, get inspiration and shop the curated assortments that will make you shine this spring. 
Client

Advertiser: Macy's

Creative Agency

Creative Agency: BBDO New York

Executive Creative Director: Danilo Boer, Marcos Kotlhar

Chief Creative Officer: Greg Hahn (New York)

Executive Producer: Dan Blaney

Account Executive: Clare Driggs

Associate Creative Director: Cesar Finamori, Roberto Danino, Joao Unzer, Kathryn Kvas

Planning Director: Lindsey Gonnella (Group)

Senior Director: Corey Cirillo

Director of Music: Rani Vaz

Assistant Account Executive: Maddy Bell

Business Affairs Manager: Nancy Espinal

Communications Planner: Julie Naidu

Global Chief Creative Officer: David Lubars

Account Manager: Justin Perrelli

Account Director: Lauren Munilla

Production Company

Production Company: MJZ

Executive Producer: Emma Wilcockson

Director: Nicolai Fuglsig, Adam Somner (Assistant)

DOP: Greig Fraser

Line Producer: Laurie Boccaccio

Production Designer: Jahmin Assa

Offline

Edit Company: Work

Editor: Rich Orrick

Edit Assistant: Theo Mercado

Executive Producer: Erica Thompson

Post Production / VFX

Producer: Alexa Mauro

Executive Producer: Charlotte Arnold

Grade: Tom Poole @ Company 3

Roto: Trace VFX

VFX: Blacksmith

2D Lead Artists: Daniel Morris

2D Artists: Chris Memoli, Youngjae Lee

Music

Sound Mix: Sonic Union

Mix: Steve Rosen

Music Production: Sound Tree

Producer: Jay James (Sound Tree), Luis Almau, Peter Raeburn, Luke Fabia

Sound Design: Brian Emrich

Other

Senior Project Manager: Noreen Masih

Digital Production Company

VFX Supervisor: Daniel Morris

Animation

Voice Actor: Kyra Selman

Category: Accessories , Clothing/fashion

Genre: Fashion & Beauty