Bergdorf Goodman has unveiled its 2025 holiday campaign, The Bergdorf Soirée, an ode to New York’s one-of-a-kind glamour during the holiday season.
The campaign features “getting-ready moments,” Champagne toasts with loved ones and fashion statements that aim to capture the excitement of a holiday evening in New York City.
To usher in the holidays, Bergdorf’s has lined up gift assortments, the holiday book and experiences such as exclusive designer appearances, leading up to the unveiling of its holiday windows later this season.
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The campaign features an eclectic cast such as Linda Fargo, senior vice president, women’s fashion and director of store presentation at Bergdorf’s; Willy Chavarria; Maggie Maurer; Cacho Falcon; TK and Cipriana Quann; Quentin Jones, and Bernard Maisner. Photography and film direction were led by Alexandre Bassard.
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The video’s story unfolds as a cinematic journey. It opens with a postman hand-delivering a calligraphed invitation to Fargo, followed by her calling New York-based designer Chavarria to discuss the party. The story shifts into a lively party sequence, where guests appear in looks from Bergdorf’s latest offerings including pieces by Schiaparelli, Tom Ford, Marc Jacobs, Valentino, Charvet, Giuliva Heritage and Khaite. The evening fades into dawn as Fifth Avenue shimmers in the early light, while a guest strolls home to the faint echo of laughter.
“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 Tracy Margolies, president of Bergdorf Goodman. “The Bergdorf Soirée reflects our dedication to offering a remarkable assortment of highly coveted brands. Our glamorous gift curation, whether statement-making fashion for yourself or wishlist must-haves for loved ones, is designed to inspire, delight and make every holiday visit truly unforgettable.”
The Bergdorf Soirée will be introduced across the store’s owned channels, including online, as well as its app and social media platforms. Exclusive social media content will feature behind-the-scenes videos with talent from the campaign sharing their guidance and personal favorites for creating and enjoying elegant gatherings. In addition, clients can explore the campaign through a shopping assortment of featured products and exclusive styles. The curated Shop All Gifts experience will showcase curations such as Gifts for Him, Her, Kids and Home, along with Give Extraordinary Under $250 and Exclusively BG.
“This season, we’re celebrating the timeless tradition that has defined Bergdorf Goodman for generations, bringing together fashion, fantasy and the inimitable energy of the city,” said Kristin Maa, chief marketing officer, Saks Global, parent company of Bergdorf’s. “Our campaign captures an inspirational world where extraordinary people and design come together in a way that feels joyfully reflective and magical. Clients can further revel in the campaign coming to life across Bergdorf Goodman channels and discover an alluring experience where a sophisticated assortment awaits them.”
Later this season, the Bergdorf’s holiday book will be sent to clients and featured online. This year’s edition will spotlight fashion stories, dedicated jewelry content and an expansive gift guide. With the holiday book, clients can also immerse themselves in the fictional story titled “Fashionable Lives,” which follows the journeys of a society ‘swan,’ a man about town, an ‘It’ girl and a hostess, and includes an assortment of styles that speak to each character’s personality. In-store, the story will come to life through gifting edits, each curated by the fictional party personalities. Even the elevators will be transformed featuring witty quotes and tips on modern party etiquette. Once again, Bergdorf’s “Little Black Book” series returns in the holiday book, where clients can explore some of New York City’s most iconic destinations.
Among some of the holiday experiences, the Breakfast With Santa series will return, alongside in-store live musical performances and a roster of festive surprises.
For the third consecutive year, Bergdorf’s will support Culture for One through The Bergdorf Goodman Foundation Fund. Based in New York City, its mission is to transform the lives of children in foster care through the power of the arts. Later this holiday season, clients can support the mission by contributing in store.