The new American Icons installation will feature designers, talent, a digital festival on YouTube, experiential in-store events, and more.

 Macy’s has launched its American Icons campaign for a fourth consecutive year. Led by music, it will feature designers, talent, and a digital festival on YouTube. The initiative also highlights emerging artistes, a continued Got Your 6 partnership, and experiential in-store events.

The new American Icons season will see the brand celebrate fashion inspired by sights and sounds representative of the landscape. Key collaborations include chambray dresses from Michael Kors, cropped jeans from Paulina, as well as eyelet shirts and patterned shorts from Tommy Hilfiger.

Rachel Roy will showcase ruffle tops and pleated brushed silk gaucho pants as dressed-up alternatives to the classic T-shirt and jeans country uniform. Macy’s is also extending a vast range of genres into closets and offer an assortment of styles suited to every musical flavour.

The retail giant has partnered with several artistes to create summer fashion imagery to include Adam Lambert, the newest brand ambassador for I.N.C. International Concepts. Alongside other tie-ups, singer-songwriter, Austin Mahone, will rock gear by American Rag, Levi’s and more.

The brand has also signed on with Lady Gaga and Sir Elton John to create Love Bravery, a limited-edition line which inspires compassion and combat prejudice. The deal includes clothing, accessories, and novelty items. Twenty-five percent of proceeds will benefit the Born This Way Foundation and one other non-profit outfit.

“In our American Icons 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 host our first digital music festival on YouTube,” said Martine Reardon, Chief Marketing Officer at Macy’s.

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