The Party Of The Century: Bloomingdale’s Celebrates 150 Years Of A Legacy
Bloomingdale’s is celebrating in style in the Middle East with its biggest birthday bash ever, to mark the store’s 150th anniversary
When one catches a glimpse of the glitz and glamour of Bloomingdale’s at The Dubai Mall, it’s hard to believe that Joseph and Lyman Bloomingdale started their empire 150 years ago, with a small store on Manhattan’s Lower East side. After all, before they began importing the chicest European fashions for the protagonists of the Gilded Age, they sold hoop skirts.
Fast-forward to today, and the Middle East branch of the department store is planning its biggest party ever, involving the region’s best brands and faces.
Continuing the celebratory programming that kicked off in New York City in September, an ultra-exclusive anniversary collection of fashion, beauty and home products will be launched in collaboration with the most coveted selection of brands – bearing design details inspired by Bloomingdale’s heritage, such as the Manhattan flagship’s black-and white checkered floors. Inspiring and unique jewellery pieces from regional names like Shourouk, Noora Shawqi, L’ Atelier Nawbar, Hatton Labs, Cornelia, and Marli will be available for sale leading up to the holiday season.
A cast of regional celebrities also figure prominently in the store’s autumn/winter 2022 celebratory campaign. While drawing elements from New York’s vibrancy, soul, art and music, next-gen market icons including Emirati singer Mohammed Al Ahbabi, modest fashion specialist Hanan Houachmi and digital creator Fay Ezzat have been tapped to promote the anniversary.
The UAE is one of retail and fashion’s most successful markets. With that in mind, Bloomingdale’s ventured into e-commerce here in 2020, quickly rising to the fore as one of the leading e-commerce platforms in the region with delivery services across the UAE, Kuwait, Saudi Arabia and Qatar.
Following the New York City launch of special anniversary activations and capsules with Valentino, Byredo and Dior Beauty, as well as heritage corners dedicated to designers like Ralph Lauren who got their start at the store – the same concept is expected to be exported to the Middle East. Multi-faceted celebrations including exclusive product collaborations, pop-ups, and an augmented reality NYC experience, as well as special events in Dubai, Kuwait and Qatar are unfurling all the way into the 2022 holiday season, the company says.
Affectionately dubbed “Bloomies” by the fur-clad mavens of the Upper East Side, Bloomingdale’s moved to 59th Street and Lexington Avenue in 1886 and is still considered the historic hub for its worldwide retail network.
The company, which is now owned by Macy’s Inc, broke into the Middle Eastern Market in 2010 through a licensing deal with the UAE’s Al Tayer Group with a store at The Dubai Mall, soon followed by its second location at 360 Mall in Kuwait in 2017, as the local shopper’s penchant for luxury goods evolved.
Bloomingdale’s is synonymous with the evolution of American consumer society and will continue to lead the way for the future of retail. Lest we forget, the store was the first to showcase an escalator, promoted shopping as entertainment the world over, and was top of Queen Elizabeth’s sights-to-see, when she visited the US in the 1970s.
With the celebratory season fast approaching, Bloomingdale’s says its Middle East stores will offer power suits with classic tailoring from Proenza Schouler, Peter Petrov, and 16 Arlington. While brands like PH5, The Attico, La DoubleJ and Maria Lucia Hohan will deliver elevated eveningwear, ushering vibrant colours and silhouettes into the mix.
For accessories, bags from Mach & Mach, Benedetta Bruzziches, JW Anderson, BY FAR and Staud will be high on the functional-chic list. From walking-friendly kitten heels to sculpting stilettos, Schutz, Malone Souliers and Aquazzura are gearing up to offer versatile options, while boots from Paris Texas are expected to elevate the winter dressing game.
All of it makes for quite the celebration of a brand that has stood the test of time, is ever innovating and always had an eye towards the future.
From Harper’s Bazaar Arabia’s November 2022 issue