Bergdorf Goodman has unveiled its 2025 holiday campaign, dubbed The Bergdorf Soirée, celebrating the distinctive glamour of New York City during the festive season. The campaign not only highlights luxurious fashion but also offers exclusive shopping experiences, a holiday book, and special designer appearances designed to enhance the holiday spirit.
The concept behind The Bergdorf Soirée revolves around “getting-ready moments,” intimate Champagne toasts, and bold fashion statements that encapsulate the excitement of holiday evenings in New York. As part of the campaign, Bergdorf Goodman plans to showcase an array of gift assortments and experiences leading up to the much-anticipated unveiling of its holiday windows later this season.
Celebrating New York’s Festive Spirit
The campaign features an eclectic cast, including Linda Fargo, senior vice president of women’s fashion at Bergdorf Goodman, along with models such as Maggie Maurer, Cacho Falcon, Cipriana Quann, and Quentin Jones. The creative direction was managed by photographer and director Alexandre Bassard. The narrative unfolds through a cinematic video that begins with a postman delivering a beautifully calligraphed invitation to Fargo, setting the tone for a lively celebration.
As the video progresses, viewers are treated to a vibrant party scene where guests showcase fashions from renowned designers, including Schiaparelli, Tom Ford, Marc Jacobs, Valentino, Charvet, Giuliva Heritage, and Khaite. The celebration gracefully transitions from night to dawn, capturing the essence of Fifth Avenue as it awakens to the soft morning 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 providing a remarkable range of coveted brands, ensuring that every holiday visit is unforgettable.
Exclusive Offerings and Community Support
The Bergdorf Soirée campaign will be prominently featured across various platforms, including the store’s website, mobile app, and social media channels. Exclusive content will provide behind-the-scenes glimpses and personal insights from the featured talent, offering tips for creating elegant gatherings.
Clients can also explore a curated shopping experience titled Shop All Gifts, which includes categories such as Gifts for Him, Her, Kids, and Home, along with options for extraordinary gifts under $250 and exclusive items only available at Bergdorf Goodman.
Later this season, the holiday book will be distributed to clients and made available online. This year’s edition will include fashion stories, jewelry content, and an expansive gift guide. A fictional narrative titled “Fashionable Lives” will accompany the book, detailing the lives of a society ‘swan,’ a man about town, an ‘It’ girl, and a hostess. Each character will be associated with curated styles that reflect their unique personalities.
Additionally, the holiday experience will feature the return of the popular Breakfast With Santa series, alongside live musical performances and various festive surprises. For the third consecutive year, Bergdorf Goodman will support Culture for One through The Bergdorf Goodman Foundation Fund, an initiative aimed at transforming the lives of children in foster care through the arts.
As the festive season approaches, Bergdorf Goodman seeks to create an enchanting atmosphere that celebrates fashion, creativity, and community connection, ensuring a magical experience for all who enter its storied doors.
