• by Sarah Mahoney  @mahoney_sarah, February 23, 2022

Neiman Marcus’ customers can’t wait until the world gets back to full-throttle fashion. So the Dallas-based retailer is cheering them on to the next season, with a spring campaign themed “Looking Forward, Forward Looking.”

Shot by British fashion photographer Emma Tempest in the Mojave Desert, the ethereal images use plenty of silver materials, flowing mylar, and mirror backgrounds to convey the spirit of exploration, says Daz McColl, the company's chief marketing officer.

The approach stems from customer insights about a growing sense of optimism and the feeling that, finally, there are plenty of things to dress up for.

“There’s a natural shift in mindset as people look toward spring,” McColl says.

But that sense of anticipation is heightened this year, “as people look forward to more weddings, parties and social events as things start to normalize. They’re looking to catch up on the last two years.”

So are fashion designers, he says. “We’ve seen in recent shows that designers are going more fashion-forward again. There’s a lot more energy, and they are showing looks that are a little more challenging.”

The hope is that this season’s selections get customers excited about navigating this new season with confidence, buoyed by big pops of colors, joyful designs and statement pieces, whether it’s a new handbag or an incredible pair of heels.

While the futuristic videos showcase plenty of glam, it’s not all about dressing for big occasions, McColl tells Marketing Daily. “People are starting to think more about balancing their work look with a busier calendar of social events and more travel. People are starting to have lives again.”

The men’s and women’s videos launch this week. The campaign also includes digital and print advertising, social media content and in-store visuals. The Spring Book heads to customers’ homes in mid-March, with one cover featuring the designer Peter Do.

In all, the campaign showcases more than 250 brands, including 10 new and emerging names.