Disney Goes Haute With Barneys This Holiday
For anyone who thinks Disney’s Electrical Parade and haute couture could never be found in the same sentence, Santa has another thing coming. Barneys New York is teaming up with the Walt Disney Co. for its holiday campaign, promising to “merge the creativity and magic of Disney with the wit and surprise of the legendary Barneys New York,” the retailer says in its release. The resulting holiday campaign, it says, will “create a celebration of festive modern electric lights, music and fashion.”
AirFrance is sponsoring the effort, and will run an integrated campaign around it.
Kicking off in mid-November, the company says the campaign will include an art film, shot by Disney and starring insiders from throughout the fashion world, which will air in its windows. A three-dimensional light show will surround its Madison Avenue entrance. There will even be an original score for the spectacle, penned by composer Michael Giacchino.
Look for fierce versions of Minnie, Mickey, Goofy, Daisy Duck, Snow White, Princess Tiana, and Cruella de Vil to strut in Paris runway show, each dressed in a one-of-a-kind costume created by Nicolas Ghesquiere for Balenciaga, Oliver Rousteing for Balmain, Dolce & Gabbana, Alber Elbaz for Lanvin, Peter Copping for Nina Ricci, Proenza Schouler, and Rick Owens.
The store says it will also sell limited-edition gifts, available in stores and online, including Disney's Vinylmation figures designed by Paul Smith and Diane von Furstenberg, Mickey Mouse ears designed by Rag & Bone and L'Wren Scott, as well as holiday ornaments, sweets, and toys. Electric Holiday art work will also be used on shopping bags.
The retailer will donate 25% of the sales from Electric Holiday products to a charity. Last year, its holiday campaign, showcasing Lady Gaga’s Workshop, donated proceeds to the singer’s Born This Way Foundation.