The Handbag's Tale | Adweek The Handbag's Tale | Adweek
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The Handbag's Tale

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Upscale retailer Bulgari gets literary in a new print campaign breaking this month.
Authors Ernesto Mestre, Ntozake Shange and Maggie Estep offer up thematic short stories to sell the New York retailer's handbags, scarfs and diaries. Each of the three-page stories is illustrated with photos of items sold at Bulgari.
The ads also invite readers to meet the authors at upcoming book signings inside Bulgari's expanded Manhattan store, which sells jewelry, watches, eyewear, scarves and ties and also contains a cafe.
The spreads, which were created in-house, will run exclusively in The New Yorker. As such, they look and feel like magazine pieces. The first, "His Leather" (shown here), breaks Sept. 21 in a special issue on fashion.
"This is the first time we've done something like this on this level," New Yorker publisher David Carey said. "I think we have the opportunity to do this for a while."
Bulgari has advertised in The New Yorker--on and off--since 1973. --Andrew McMains