Macy’s Brings Star Power to American Rag

Lucy HaleAmerican Rag, a Macy’s Private Brand, announced last week that actress and singer Lucy Hale will headline the brand’s “ALL ACCESS” campaign. Launched in February, the new program offers fans direct access to exclusive music, videos, contests and private meet-and-greets with some of today’s hottest musicians. Hale’s ALL ACCESS campaign for American Rag will kick off April 21 with an Instagram contest and continue through June with a variety of social activations and marketing collateral, featuring Hale modeling the latest fashion from American Rag.

“Looking forward to kicking it off in a few weeks by sharing posts, photos, and of course, music!”

“I’m so excited to work with American Rag at Macy’s on their ALL ACCESS campaign,” said Hale. “Looking forward to kicking it off in a few weeks by sharing posts, photos, and of course, music!”

American Rag’s “ALL ACCESS” campaign will bring Hale’s love of music and fashion center stage for fans this spring. The well-known actress and entertainer will take over all things social, from monthly takeovers of American Rag’s Instagram account to blogging about her passion for music and fashion on, providing customers with unique content and insight throughout the campaign. In addition, devotees will have the chance to participate in a variety of activations including:

In-Store Appearance
Fans of Hale’s debut single, “You Sound Good to Me,” will be thrilled for an exclusive opportunity to listen to Lucy perform live, plus take part in a meet-and-greet*, at Macy’s Sherman Oaks store on Saturday, June 14. (*as time permits, more details to come).

Instagram Flyaway Contest
From April 21 through May 19, fans can “regram” the official contest photo posted on April 21 from @raggedmag, using the hash-tag #ARAllAccess for an opportunity to win a trip for two to Los Angeles to meet Hale at her in-store appearance and a $500 American Rag wardrobe.

“Hang w/” Lucy Hale Session
Hale will interact with fans discussing a range of topics including her favorite American Rag look and her issue of RAGGED Magazine using the “Hang w/” app on their iPhone, iPad or Android device.

RAGGED Mag Lucy Hale Issue
Beginning in May, RAGGED Mag – the Lucy Hale issue – will be available for sale at Barnes & Noble stores nationwide. Hale served as editor-at-large to curate this issue, which will feature her on the cover and provide exclusive behind-the-scenes info and photography.

Multi-talented and dynamic, Lucy Hale has captured the attention of millions as the star of ABC Family’s smash hit series, “Pretty Little Liars.” Now in its fourth season with record high ratings, Hale has won the Teen Choice Award for Choice Summer TV Female Star for the past four years and received the award for Outstanding Performance by a Female Rising Star at the 2013 Gracie Awards. Having conquered the small screen, Hale has recently completed her debut album “Road Between.” Recorded in Nashville with producer Mark Bright, the album recalls Hale’s country roots and hometown influences. The album, featuring her recent single, “You Sound Good To Me,” will hit retailers on June 3 through DMG Nashville/Bigger Picture Group. A native of Memphis, TN, Hale realized a passion for music at an early age and began voice lessons in earnest at the age of 9. She appeared on “American Juniors,” finishing in the top five and becoming a member of the band formed at the show’s conclusion. Her positive experience on the program inspired her to seriously pursue a career in entertainment. Hale has an acting resume a mile long. Most notably she starred in the critically-acclaimed series “Privileged,” “Scream 4,” “A Cinderella Story: Once Upon a Song’” and “Sisterhood of the Traveling Pants 2.”

Last February, American Rag ALL ACCESS kicked off with pop-rock group We The Kings. Throughout each campaign, participating artists will create and curate exclusive content for American Rag’s digital properties, including and its social media channels. New artists will be announced throughout the year.

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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.