This Fall, Neiman Marcus is shaking things up by turning away from minimalism and embracing a bold maximalism. Through their eagerly awaited Elegance, Untamed campaign, the luxury retailer beckons the fashion community to experience a new chapter of extravagance—where excess is not only welcomed but expected. With a captivating mix of high drama, luxurious textures, and daring prints, Neiman Marcus challenges its clientele to adopt the season’s most audacious trends with wild flair.
If you believed fashion was all about moderation, think again. The campaign—a visual feast that showcases a stunning array of jewel tones, opulent animal prints, and decorative embellishments from renowned designers like Dries Van Noten, Loewe, Tom Ford, Valentino, Givenchy, and Armani—elevates maximalism to exhilarating new levels. And just in case there were any lingering doubts about the more is more philosophy for Fall 2025, Neiman Marcus has ensured to amplify the drama.
Captured by the esteemed Charlotte Wales, and featuring models Andreea Diaconu and Mathieu Simoneau, the campaign envisions a couple whose extravagant fashion sense is anything but ordinary. This pair exudes a confidence that commands attention—not through subtlety, but through striking, unrestrained fashion choices. Picture oversized feathers, eye-catching coats, vibrant patterns, and a skillful approach to layering. In this context, every accessory—be it a pair of extravagant earrings or a fur collar—could easily shine on its own as the centerpiece. Yet together, they create an unforgettable impression. The core of Elegance, Untamed is a seamless balancing act between luxury and boldness, tradition and defiance.
But what does it mean when luxury retailers like Neiman Marcus choose to go full-throttle with their campaign message? It’s clear that the brand is no longer content to quietly sit in the background of the fashion world. This season is about boldness, defiance, and, most provocatively, the rejection of norms. “Fashion should be a celebration of individuality,” says Kristin Maa, Chief Marketing Officer of Saks Global. This season, individuality means taking risks, pairing high-end glamour with a defiant attitude. It’s about dressing like you’ve never been told to tone it down—and Neiman Marcus is giving you the permission slip.
The campaign’s concept is refreshingly clear: it’s not just about wearing these opulent clothes, it’s about owning them. The juxtaposition of richly textured settings with these lavish designs elevates the message of self-assured confidence. The models don’t just wear the clothes—they embody them, commanding attention in every frame. This is a world where richness doesn’t just permeate the fabric but the very air around them. The abundance, the drama, and the endless layers of personality spill over into every frame.
And while the drama is undeniable, there’s something distinctly modern about the approach. Elegance, Untamed doesn’t simply hark back to the golden age of glamour; it embraces a new, accessible form of chic. Gone are the days of reserved fashion. The message is loud and clear: Luxury should be lively, vibrant, and, above all, full of life.
Elle Strauss, SVP of Creative at Saks Global, puts it bluntly: “This campaign showcases a couple who commands attention, not through convention, but through the confidence of their choices.” What’s perhaps most striking is the way the couple’s wardrobe—rich in both color and texture—mirrors their self-assurance. They’re not following trends; they’re setting them. They’re the picture of modern luxury, yet they are anything but conventional.
As Neiman Marcus gears up to unveil this campaign across its retail locations and online platforms, it’s evident that the Fall 2025 season transcends mere shopping—it’s about redefining our perceptions of fashion. Dismiss subtlety, cast aside the basics. In this realm, your wardrobe transforms into a stage, and each outfit should command attention.
So, what lies ahead? Prepare to welcome the extravagant, the excessive, and the wonderfully wild. While elegance has traditionally been linked to subtlety, this Fall, Neiman Marcus reveals that genuine elegance embraces a hint of chaos. And honestly, it’s about time.
What do you think of this daring approach to fashion this season? Are you ready to dive into the maximalist trend or do you still prefer the understated?
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