Typically, New York City department stores unveil their holiday window displays with a lot of fanfare. Girl group Fifth Harmony performed for Lord & Taylor’s window debut, and Bravo’s Andy Cohen is hosting Tuesday night’s unveiling at Bergdorf Goodman’s. But Barneys New York is taking a different approach this year.
The NYC staple will be debuting its windows via its Instagram channel, @barneysnyofficial. As first reported by WWD, Barneys will release 10-second clips of each holiday window to highlight the interactive features beginning at 10 a.m. ET on Wednesday.
Many fashion brands of late have taken to social media channels to debut ad campaigns, Oscar de la Renta and Juicy Couture among them. This is the first time a major retailer has done so, to our knowledge.
Some might argue that, if the goal is to get people to check out the windows, showing them on Instagram is counter-intuitive. It appears that Barneys’ aim is to get its windows in front of more eyeballs, reaching online customers who don’t live in New York City.
We’re not sure if the new windows will do much to distract the public from the retailer’s recent woes. On Tuesday, Barneys cancelled a party to celebrate the launch of the upcoming Jay Z collaboration following a racial profiling investigation.