Festivities include the latest in fashion with an all-star roster of musical talent, in-store events and a partnership with Got Your 6, a coalition of veteran-focused nonprofits
Headlining the campaign are some of America’s all-star talents, including Adam Lambert, Austin Mahone, Kelsea Ballerini, Johnnyswim and Thalia Sodi, along with an exciting collaboration from Lady Gaga and Sir Elton John on a limited-edition line, Love Bravery
Experience the sublime sounds of the retailer’s first-ever digital music festival, “Macy’s Summer Vibes”
NEW YORK, NY – May 3, 2016 – This summer, music takes center stage for Macy’s “American Icons” campaign, the fourth annual celebration of the people, places and things that make America great. Launching next week, the campaign features celebrated designers and musical talent, a digital music festival on YouTube highlighting emerging artists, continued partnership with Got Your 6 to support America’s veterans, and experiential in-store events for customers.
“This year, American Icons is all about the celebration of music and we’re offering a medley of different experiences for customers to get involved,” said Martine Reardon, Macy’s chief marketing officer. “In our advertising campaign, we pay tribute to locations rich with music history, such as New Orleans and Memphis, as well as some of the hottest musical talent today. We will also be hosting our first digital music festival on YouTube, which benefits Got Your 6, Macy’s charity partner that supports military veterans and their families.”
The Best in Fashion, Music and Style
There have been so many genres—jazz, blues, country, rock, folk and pop—that have influenced America’s independent and inimitable style. This season, we travel coast-to-coast to share fashions inspired by the sights and local sounds that make up the soul of our great nation.
Folk looks are back in a big way, and get a chic update in the form of off-the-shoulder chambray dresses from MICHAEL Michael Kors and raw-edged cropped jeans from Paulina. The jazz lover’s style is less brooding, and more modern with a relaxed approach by Tommy Hilfiger with tie-front eyelet shirts and patterned shorts, perfect for enjoying the brassy sounds and high temperatures in The Big Easy. Country style is more than cowboy boots and daisy dukes; our country vixen takes a fashion-first approach to her style, with RACHEL Rachel Roy offering bare-shouldered ruffle tops and pleated brushed silk gaucho pants as dressed-up alternatives to the classic T-shirt and jeans country uniform. Macy’s is taking the vast range of music genres that define this great country and extending it into closets, offering an assortment of styles perfect for every musical flavor.
Festival-ready styles channel easy-breezy California cool, with bare-shoulder, crocheted dresses in crisp white from American Rag leading the pack. Dream-catcher earrings from Lucky Brand add to the stylishly laid-back essence of the bohemian festivalgoer, and she can store her VIP wristbands and heat-beating essentials in a 70s vintage-inspired crossbody satchel by Patricia Nash. A bold American flag bodysuit and high-waisted shorts from Material Girl; and trusty gladiator sandals from Steve Madden are declarative pieces that are trend-forward and dance-friendly. For him, American Rag pumps up the volume on casual with distressed denim shorts and eye-catching graphic tees. Pairing them with white Vans, we’re back at it again offering trendy, yet effortless style.
In its celebration of music, Macy’s has partnered with several artists to create eye-catching and inspiring summer fashion imagery. With his larger-than-life presence and rock star flair, multiplatinum, Grammy®-nominated, international superstar Adam Lambert is every bit the showman and the newest face of Macy’s I.N.C. International Concepts. His charisma and perpetually evolving approach to music make him the perfect ambassador for the exclusive brand, which brings runway-inspired fashion and accessories to today’s style-minded trendsetter. Nineteen-year-old singer-songwriter sensation Austin Mahone rocks festival gear by American Rag, Levi’s and more. With chart-topping hits and sold-out tours under his belt, Mahone is the perfect artist to help kick off all things music and fashion this summer. Destiny Frasqueri, also known as Princess Nokia, is an up-and-coming, multifaceted artist from New York City whose unique musical style is an excellent complement to the cutting-edge fashion from Calvin Klein. Kelsea Ballerini’s refreshing sound and unapologetic authenticity earned her Billboard’s Women In Music “Rising Star” Award and her undeniably fashion-forward style is showcased effortlessly in RACHEL Rachel Roy, Maison Jules and Ray-Ban. Accomplished husband-and-wife duo and folk-pop artists, Johnnyswim, are the perfect showcase for denim trends as unique as their music. Vivacious megastar Thalia Sodi brings sexy, elegant and timeless styles in bold colors and vibrant prints, as well as glamorous shoes and jewelry that are uplifting and party ready to her newest collection for Macy’s American Icons campaign.
Macy’s has also partnered with Grammy® and Golden Globe®-winning icon Lady Gaga, as well as Grammy, Tony® and Academy Award®-winning legend Sir Elton John to create Love Bravery, a high-spirited limited- edition line of clothing and accessories that inspire compassion and combat prejudice. The exclusive collaboration includes clothing, accessories and novelty items, and 25 percent of the purchase price of Love Bravery product will benefit the Born This Way Foundation and the Elton John AIDS Foundation.
Macy’s Summer Vibes
For the first time, Macy’s is hosting a digital music festival on YouTube to celebrate American Icons and kick off the summer on a high note. Digital festivalgoers can tune in on Thursday, June 2 at 8 p.m. EDT via Macy’s official YouTube channel (youtube.com/macys) to watch Macy’s Summer Vibes. Created and produced by Macy’s and Portal A, the 60-minute music experience and summertime hangout will feature intimate performances with an upbeat lineup of fresh talent. Headlining the concert will be Broadway actor, YouTube sensation and TV personality, Todrick Hall. With a vibrant personality and contagious energy, Hall’s creative video projects have resulted in a following of more than 2 million subscribers. Hall will be joined with performances by emerging artists including: pop rock singer-songwriter, AJ Rafael; family musical group, the Gardiner Sisters; and teen singer-songwriter, Macy Kate.
Viewers will have access to behind-the-scenes footage, backstage interviews and other special segments. All artists will be sporting the latest fashions from Macy’s for the season.
Best of all, viewers can hit play and give back at the same time. For every view of the festival through June 19, Macy’s will donate $1, up to $100,000, to Got Your 6, the national veteran nonprofit campaign that empowers veterans to become leaders, team builders and problem solvers in their local communities. Customers can follow the experience through #SummerVibes and learn more by visiting macys.com/summervibes starting May 10.
Empowering Veterans, Strengthening Communities – Got Your 6
Macy’s and Got Your 6 will embark on their fourth year of partnership, as part of the American Icons campaign. Since 2013, Macy’s has raised $6.7 million to Got Your 6 and its coalition of nonprofit partners to help military veterans and their families make America stronger. Along with participating in the Macy’s Summer Vibes festival in June, customers can get involved and join the movement during Got Your 6 Weekend, from Friday, May 13 to Sunday, May 15. During this weekend, customers can give $3 at the register at any store or on macys.com and receive a special 25 percent savings pass to get discounts all day on purchases – exclusions and restrictions apply. One hundred percent of the $3 purchase price will be donated to Got Your 6. Pre-sale of the passes will begin on May 8 in-store.
In June, Macy’s will host in-store music festivals for kids, featuring dancing, fun games, crafts, snacks and more. In select markets, kids can participate in a silent disco and learn how to mix and scratch from Scratch DJ Academy. A series of events across the country that bring together the worlds of music and food will include cooking demos by Macy’s Culinary Council Chefs with special musical elements, as well as menus inspired by the chefs’ personal playlists. On Tuesday, June 14, Macy’s will also celebrate National Strawberry Shortcake Day, featuring cooking demos in select stores where chefs will add their local spin on the classic American dish.
To learn more about Macy’s American Icons campaign, including the Summer Vibes music festival, fashions, events and partnership with Got Your 6, visit macys.com/americanicons.
Macy's, the largest retail brand of Macy's, Inc. (NYSE:M), delivers fashion and affordable luxury to customers at approximately 734 locations in 45 states, the District of Columbia, Puerto Rico and Guam, as well as to customers in the U.S. and more than 100 international destinations through its leading online store at macys.com. Via its stores, e-commerce site, mobile and social platforms, Macy's offers distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy's is known for such epic events as Macy's 4th of July Fireworks® and the Macy's Thanksgiving Day Parade®, as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Macy's flagship stores -- including Herald Square in New York City, Union Square in San Francisco, State Street in Chicago, and Dadeland in Miami and South Coast Plaza in southern California -- are known internationally and are leading destinations for visitors. Building on a more than 150-year tradition, and with the collective support of customers and employees, Macy's helps strengthen communities by supporting local and national charities giving more than $69 million each year to help make a difference in the lives of our customers.
For Macy’s media materials, including images and contacts, please visit our online pressroom at macys.com/pressroom.
About Got Your 6
Got Your 6 is a campaign that’s empowering veterans to build stronger communities across America. In the military, "got your six" means "I've got your back.” Got Your 6 and its nonprofit partners are helping veterans find new opportunities to serve here at home. Since 2013, Got Your 6 has distributed grants totaling more than $6 million to its veteran-focused non-profit partners. For more information, visit www.gotyour6.org. Be the Change, Inc., an independent 501(c)(3) not-for-profit organization, is the organizing body and fiscal sponsor of Got Your 6.
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CONTACTS: Tracy Davis, Macy’s Media Relations
Billy Dumé, Macy’s Media Relations