High-end retailer Bergdorf Goodman looks to become more approachable in its fall advertising campaign.
The series of print ads (one is shown here), created in-house, shows models wearing the retailer's clothes in humorous situations. The tagline is, "A fashion moment."
"We want the ads to convey that we don't take ourselves or fashion too seriously," said creative director Rebecca Wong Young.
In one ad, a man stands on an elevator between two staring women. The text jokes that they think he could pass for Superman in everyday dress--except he's too short.
Bergdorf developed this campaign because many customers were unaware that the store sells sportswear and other everyday gear, said Michael Calman, senior vice president of marketing at the client.
Young said Bergdorf's previous ads--which focused on the clothes--lacked "personality."
Ads will appear on Manhattan telephone kiosks and in fashion magazines starting in September.