Bergdorf Goodman and Lucky magazine have spent the last month searching for this fall's Faces of 5F, aka ordinary girls who'll star in the department store's fall contemporary ad campaign. Yesterday marked the final step--an in-store casting, where 25 finalists were narrowed down to five. The winners will not only appear in the fall campaign, they'll also be featured in Lucky's October issue. On hand to help judge the competition were Bergdorf’s creative director, Aidan Kemp, and Brandon Holley, Lucky’s editor-in-chief. We had a few moments to speak with Holley about her affinity for the finalists, as well as many of Bergdorf's most coveted labels.
Fashionista: Why did you think Lucky and 5F were a good fit? Brandon Holley: Well, Bergdorf actually came to us, but talking to these women, they’re exactly our girl. Each one is unique, no one’s had the same [favorite] song or model.
This whole campaign was orchestrated online—is that remarkable for you, since you’ve been in the industry for so long? I think fashion blogs connect with real women because it’s not a head-to-toe designer look, like the ones you see in capital ‘F’ fashion magazines. It is really interesting though; these girls are coming in from all across the country.
What are you looking for in the perfect finalist? I’m actually getting a lot of Lucky girls here, so regardless if they win or not almost all of them will receive coverage of some sort!
Where do you like to shop these days, any specific stores? Well instead of taking my lunch today like everyone else, I went downstairs and bought six dresses, so that might tell you something! (Author’s note: the enviable list of designers included Celine, Lanvin, and Roland Mouret.)