Barneys New York, the enduring division retailer that filed for Chapter 11 chapter in August, has lastly launched an announcement on its monetary struggles, and has finished it as solely Barneys may: with a cheeky new window marketing campaign, “Pricey Shopper.” It options mantras “impressed by sensational headlines,” per a press launch, resembling “BARNEYS TIL I DIE,” “NOT CLOSED,” and “THE EMPEROR HAS CLOTHES.”
The marketing campaign was spearheaded by the shop’s inventive director, Matthew Mazzucca, in partnership with Excessive Snobiety editor-in-chief Thom Bettrigde and Interview editorial director and Wieden + Kennedy international inventive director Richard Turley. (Bettridge was the manager editor at Interview till he decamped for Excessive Snobiety in July. Turley can be a co-creator of Civilization, the avant-garde newspaper that discovered its strategy to a Junya Watanabe menswear assortment earlier this summer time.) “The lens we went into it with,” stated Bettridge in a telephone interview, “was that Barneys has by no means been extra relatable than it’s proper now,” explaining that “monetary misery is a typical American trope.” Turley added that they wished “to encourage them to be a bit of bit extra susceptible and out entrance.”
“It’s been actually arduous to navigate,” Mazzucca stated in a telephone interview, of the fracas round Barneys’s monetary woes. “We haven’t actually had a chance to talk for ourselves.” Not solely about Barneys’ struggles particularly, he stated, however the bigger retail setting in New York: “Actually we’re not the one ones,” he stated, who’re feeling the pressures of sky-high hire and the dominance of e-commerce. They wished to discover “what it means for true New Yorkers” that these components have pushed a lot change within the metropolis. The marketing campaign got here collectively in about two weeks, arriving simply in time for a New York Trend Week launch.
The Barneys crew determined to make use of the home windows slightly than a information story as a result of it felt extra cohesive. “Placing one thing within the press, placing [together] one thing that may be damaged aside, doesn’t really feel proper,” Mazzucca stated. “That is one thing that like, you possibly can’t disassemble and make a distinct factor out of.”
The company massive weapons, together with CEO Daniela Vitale, didn’t want any convincing: “She’s daring,” Mazzucca stated, “and thank God for that!”
Plus, it’s, ya know, on model. Window witticisms have been a Barneys New York signature for many years, a tone lengthy set by creative-ambassador-at-large Simon Doonan. Extra usually, acerbic however fashionable promoting is a part of Barneys’ DNA, because it remodeled from a reduction menswear retailer right into a temple to forward-thinking style within the late ’70s. The corporate put Andy Warhol in commercials within the ’80s, and within the ’90s, inventive director Glenn O’Brien (himself an Interview alum) put the season’s finest style into painted ads by Jean-Philippe Delhomme, full with dry inventive upper-class ripostes: “Ruth had a number of personalities. All of them had bank cards.”