Macy’s Launches INC Campaign with Anna Dello Russo

Stylist and fashion editor Anna Dello Russo is featured in the campaign for Macy’s contemporary Private Brand INC. She will serve as the editor at large for the fall Private Brand collection. INC is carried in 650 Macy’s stores as well as all 41 Bloomingdale’s stores. Core price points for INC women’s wear fall between $79 and $199 for tops, knits, outerwear and dresses.

Dello Russo both styled and appears in the ads, which also feature model Karolina Kurkova. Macys.com will launch an INC microsite with videos that provide a peak into her high-flying lifestyle while offering fashion tips to consumers.

According to an article in Womens’s Wear Daily: “We wanted to give our brand a new voice and we were looking at how pedigreed editors are expanding their wingspans to much more than just editing magazines,” said Nancy Slavin, senior vice president of marketing at Macy’s Merchandising Group. “Anna is so charismatic: she’s colorful, she’s wacky and she’s become her own personality.”

“I’ve edited so many things in my life, the mass market is another challenge for me,” said Dello Russo, from her August vacation in Puglia, Italy. “I wanted to see if I could push forward in a new way and Macy’s for me represents the biggest of American shopping institutions.”

The marketing campaign to promote the Private Brand collection breaks in the September issue of Vogue. The bulk of the media buy is online, with sites including Style.com, Refinery29.com and Fashionista.com.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.