Neiman Marcus Brings Back the Nostalgic Joy of Camp for Summer 2022

If you’re lucky enough to have ever gone to summer camp, you’ll know that—in addition to swimming in the lake, aiming for that bullseye at archery, and roasting late-night marshmallows by the fire—building confidence, making lifelong connections, and embodying a very specific type of ease and comfort are also true hallmarks of the camp experience. This summer, Neiman Marcus is harnessing the nostalgic joy of camp and everything it stands for with its new campaign that features more than 200 established and emerging brands including Missoni, Ulla Johnson, Acler, Jacquemus, Bottega Veneta, Cult Gaia, and Mignonne Gavigan. 

Shot at a historical estate in California’s Redwood Forest and in Texas, the campaign photos evoke a particular familiarity in the form of oversized Jenga blocks, hula hooping, communal dining, croquet, and—the best part of camp, let’s be real—just hanging out looking cool and comfortable with friends. But—because this is Neiman Marcus, after all—each image is infused with the retailer’s signature glamour that low-key will make any fashion lover want to up their wardrobe game this season, especially as we start to wade back into summer activities most of us have been missing the last two years. 

Altuzarra Courtesy of Neiman Marcus 

“We’re all ready to get outside, get dressed up, socialize with friends and family, and travel. Our customer’s desire for pure, unadulterated fun and freedom is at an all-time high, and they’re determined to make the most out of this season,” said Daz McColl, Chief Marketing Officer at Neiman Marcus. “The campaign concept evokes our borrowed memory structures of fun summer camp experiences rich in childhood nostalgia with a fashion twist you expect from Neiman Marcus.”

I was lucky enough to be among a small group of journalists and influencers invited to get a feel for the campaign IRL at Inness, a chic enclave nestled in upstate New York, where we had the pleasure of recharging in nature while mingling with an array of staffers from Neiman Marcus on the fashion and beauty end—including the aforementioned McColl, as well as Senior Director, DMM of Women’s Designer RTW of Neiman Marcus Jodi Kahn and Tatiana Birkelund, VP GM, Beauty, to talk about the season’s most in-demand brands and items, the retailer’s commitment to established luxury brands but also its support of smaller, newer companies, and the general NM legacy. 

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