As “Empire’s” Cookie has taught us, “The streets ain’t made for everyone, that’s why they made sidewalks.”
And now those sidewalks will come with even better window shopping.
“Empire” and Saks Fifth Avenue have announced a collaboration that will put curated looks based on the costumes for the hit Fox series in the windows of the shopping destination’s New York and Beverly Hills flagships and on its website. Featured items will include Alexis Bittar jewelry, women’s ready-to-wear from Cushnie et Ochs, men’s and women’s footwear from Jimmy Choo and handbags and accessories from MCM.
“This unprecedented partnership with Saks Fifth Avenue, Alexis Bittar, Cushnie et Ochs, Jimmy Choo and MCM celebrates ‘Empire’s’ mark on the fashion world,” says Jeffrey Godsick, president of Twentieth Century Fox Consumer Products. “The influence ‘Empire’ has had on so many aspects of popular culture proves it has the ingredients to become a stand-alone fashion brand.”
The campaign is the latest example of retailers embracing television’s impact on fashion. Saks has also worked with “Scandal” costume designer Lyn Paolo and “Saturday Night Live” costume designer Tom Broecker. Elsewhere, “Mindy Project’s” Mindy Kaling and costume designer Sal Perez held a FYC event at the Beverly Hills Neiman Marcus this year with the retailer also displaying costumes from the show while Baz Luhrmann and his costume designer-production designer wife Catherine Martin gave Barneys an extra dose of glitz last holiday season. Recent years have also seen stores like Bloomingdale’s and Banana Republic doing their parts to draw attention to Janie Bryant’s “Mad Men” costume designs.
“The lines between fashion and entertainment are intersecting,” said Marc Metrick, Saks Fifth Avenue president. “Harnessing this moment is a key underpinning to our strategy as it brings energy and uniqueness to the shopping experience at Saks.”
Saks’ “Empire”-inspired campaign will run from Sept. 10 through Oct. 7. “Empire” season 2 premieres on Sept. 23 on Fox.