Bergdorf Goodman invites guests to ‘The Bergdorf Soirée’

October 30, 2025

A multidisciplinary cast appears in the new promotional push. Image courtesy of Bergdorf Goodman/Alexandre Bassard

U.S. department store Bergdorf Goodman is preparing for the holiday rush.

To close the month, the retailer is unveiling its festive campaign, titled “The Bergdorf Soirée.” The initiative, spread across in-store experiences, digital content, exclusive styles and merry surprises themed around formal dress and gatherings.

“The holidays are the most special time at Bergdorf Goodman, where style, tradition and connection make it the ultimate shopping destination for our clients,” said Tracy Margolies, president of Bergdorf Goodman, in a statement.

“The Bergdorf Soirée reflects our dedication to offering a remarkable assortment of highly coveted brands,” Ms. Margolies said. “Our glamorous gift curation, whether statement-making fashion for yourself or wishlist must-haves for loved ones, is designed to inspire, delight and make every holiday visit truly unforgettable.”

Come together
Paris-based creative Alexandre Bassard helms the seasonal project, serving as both photographer and director.

He captures a cast of various cultural figures in the American mecca of New York City, showcasing their activities throughout a festive day and evening, leading into a formal, black-tie event at the Fifth Avenue landmark.

Bergdorf Goodman presents “The Bergdorf Soirée”

The central film, and various stills, star author Linda Fargo, fashion designer Willy Chavarria, model Maggie Maurer, artist Cacho Falcon, filmmaker Quentin Jones, calligrapher Bernard Maisner and influencer sisters TK and Cipriana Quann. Throughout the minute-long narrative, the talents, each embodying an archetype, cross paths on their way to the titular gathering.

Vignettes showcase the group getting ready to attend the event, a core facet of the campaign overall, as Bergdorf Goodman and Mr. Bassard seek to simultaneously uplift dress-up moments and going out on the town in the big city. Fittingly, the characters sport pieces from various famous fashion houses, including Tom Ford, Marc Jacobs, Valentino and Charvet, among others.

The Bergdorf Soirée is live now on the retailer’s app and website, as well as across social media platforms.

The retailer will also release behind-the-scenes content on its social pages. Image courtesy of Bergdorf Goodman/Alexandre Bassard

“This season, we’re celebrating the timeless tradition that has defined Bergdorf Goodman for generations, bringing together fashion, fantasy and the inimitable energy of the city,” said Kristin Maa, chief marketing officer at Saks Global, in a statement.

“Our campaign captures an inspirational world where extraordinary people and design come together in a way that feels joyfully reflective and magical,” Ms. Maa said. “Clients can further revel in the campaign coming to life across Bergdorf Goodman channels and discover an alluring experience where a sophisticated assortment awaits them.”

Core offerings
Alongside the digital marketing endeavor, The Bergdorf Soirée will also impact in-store activations and placements.

In the coming weeks, the business will launch the latest edition of its annual holiday book, which features a central narrative, titled “Fashionable Lives,” and a series of connected gift edits tied to its fictional characters; it also includes the return of the Little Black Book section of years past, delving into various must-see destinations around the Big Apple.

The company is also supporting children’s nonprofit Culture for One through various fundraising efforts this season. Image courtesy of Bergdorf Goodman/Alexandre Bassard

In anticipation of the launch, the department store has also unveiled its core gift guide, which features assorted luxury products and exclusive styles for men, women and children.

Throughout the holiday season, the retailer will host a series of themed experiences, designer appearances, live music performances, the return of the Breakfast with Santa series and other festive surprises. Bergdorf Goodman will reveal its seasonal window displays later this year, as Italian cashmere label Loro Piana has taken over its facade until early November (see story).

Fellow department store chain Bloomingdale’s recently unveiled its holiday activities this week, focusing on human connections through festive traditions (see story).

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Bergdorf Goodman invites guests to ‘The Bergdorf Soirée’

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