What's with department stores and their hippy-dippy campaigns?

Posted on Thu May 14 2009

Macys

Why are department stores so fixated on hippie nostalgia? First, Barneys dipped its toe in the acid-tinged waters with its "Peace and Love" Christmas campaign. Now, Macy's is pushing the "Summer of Love" with newspaper ads showing similarly hippiefied young women. How did this come about? Let's consult Macy's East fashion director Nicole Fischells, who describes the genesis of the line on the company's Web site thusly: "The daughter of a rock icon and a fairy, tough and ethereal meet to evoke the spirit of enchantment this spring. ... The free-spirited attitude illustrates a fairy tale story filled with light and airy textiles, and washed and distressed tones. Bright touches mixed with pales, ranging from caramel cream and subtle lemon grass yellow, to hints of dusty smoke grey, and sea fog purple, whisper their heady melody." Hmm. Sounds like someone's been hitting the lemon grass indeed.

—Posted by Todd Wasserman


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