Named BAZ DAZZLED Holiday, the campaign has the duo working with Barneys New York creative director Dennis Freedman and his team to create fairytale-like artwork ranging from the classic to the absurd that will include “fantastical characters, woodland creatures, ice skaters, snow owls, and candy canes” that emphasize Luhrmann and Martin’s motto: A life lived in fear is a life half lived.
Aside from being showcased in windows of Barneys’ Madison Avenue flagship store, the artwork will also be featured on special Barneys New York shopping bags, gift cards and in-store displays for six weeks, starting in mid-November. They have also collaborated on limited-edition holiday gift products like ornaments, children’s costumes and toys, tabletop accessories and throws that will be sold at the Madison Avenue store as well as at select Barneys stores and on Barneys.com.
Barneys New York will donate 25% of sales from all BAZ DAZZLED Holiday products to Room to Read, a global organization focused on literacy and gender equality in education.
“From the earliest days of our love affair with the city of New York, we have always marveled at the way Barneys blends retail, theatre, art and narrative with irreverence and wit while nevertheless remaining accessible to its audience,” said Luhrmann and Martin. “We embrace the opportunity of reveling in the holiday spirit by collaborating with Barneys, taking traditional holiday iconography and turning it on its head. This collaboration is, for us, ultimately a celebratory opportunity to deepen our relationship with our adopted city of New York.”
Barneys has a history of elaborate holiday-themed partnerships, including one with Jay Z in 2013 and one with Disney in 2012.
“Barneys New York has a long history of unexpected and imaginative holiday programs, and working with Baz and Catherine continues this tradition,” said Mark Lee, Barneys New York CEO. “It is thrilling to see their incredible creative vision blend with the Barneys New York spirit for this unique collaboration.”