Neiman Marcus teams up with The Dogist for fall campaign

By

Cassidy Mantor

Published
Sep 29, 2017

Neiman Marcus has teamed up with Instagram powerhouse The Dogist and its photographer Elias Weiss Friedman to feature 22 dogs in photography with the luxury retailer's fall footwear and handbags.

The campaign features small and large dogs shot at street level while posing next to fall 2017 footwear and handbags. It is a clearly executed campaign that will appeal to mainstream fashion lovers as well as The Dogist's 2.7 million Instagram followers.

Using The Dogist brings Neiman Marcus outside the realm of traditional fashion photography. It sheds light on the company's marketing strategy of leveraging Instagram communities to build more brand awareness.

The photography conveys emotion in The Dogist's signature style. A yellow lab is photographed lying next to soft pink Valentino sandals while larger dogs are paired proudly standing next to over the knee boots.

The cover of the Fall 2017 Neiman Marcus lookbook features a French bulldog with Saint Laurent sandals with a bold red flower on the ankle strap. The human model also holds a YSL logo clutch. While the product is clearly presented, the human models take a backstage role to the dogs who steal the spotlight from an emotional standpoint.

Selecting Friedman and The Dogist for Neiman Marcus's campaign shows the commercial value of a large Instagram following. The Dogist's Instagram presence tells a photo-documentary story of dogs that resonates with millions of people in the ever so coveted authentic manner of storytelling.

In addition to a strong Instagram presence, Friedman has also published a New York Times bestselling photo-documentary book also called The Dogist and recently released a new book called Puppies.

For Neiman Marcus' Fall 2017 The Book, the 22 dog photos are juxtaposed against studio shots of product against white backgrounds. The Book is now available.