Bloomingdale’s spring campaign celebrates California love and the creativity, optimism and style of the Golden State.
Inspired by California’s landscapes and culture — from sunlit vineyards to coastal enclaves — the campaign translates West Coat ease into an immersive retail experience.
At the center of the “California Love” campaign is Surf Shop, a new Carousel concept highlighting California-owned and -inspired brands. Running Thursday through May 15, Surf Shop captures the laid-back, discovery-driven spirit of the state through an assortment spanning fashion, accessories, beauty and lifestyle.
Surf Shop will introduce 16 new Bloomingdale’s brand launches, including C.Bonz, Le Prunier, RLT, Elisa Johnson and Chan Luu, inviting customers to discover both emerging and established names.
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The campaign is further defined by 270 exclusive pieces across 28 capsule collections, available for a limited time. Launches from Vince, Citizens of Humanity, Agolde, Staud, Simkhai, Frame and Mother feature denim, fluid tailoring and sun-washed palettes.
A centerpiece of the season is Aqua x Lisa Says Gah, a Bloomingdale’s exclusive 54-piece collaboration. Spanning ready-to-wear, girls, swim, sleep, handbags, shoes, hydration, tabletop and beach towels — priced from $38 to $198 — the collection features natural textures, relaxed silhouette and a palette informed by California’s landscapes.
“California Love captures the energy and individuality that define spring style right now,” said Denise Magid, chief merchant at Bloomingdale’s. “Ranging from L.A.-inspired athleisure to elevated essentials, this campaign comes together through meaningful partnerships, exclusive products, emerging brands and immersive experiences in a way that feels both inspiring and distinctly Bloomingdale’s. It’s about discovery, optimism and celebrating the creativity that makes California such a powerful style influence.”
The campaign supports Baby2Baby and its mission to provide children in need across the U.S. with diapers, clothing and other necessities. Through April 30, customers can round up in-store purchases or donate at online checkout to Baby2Baby to further its work reaching more than 1 million children annually.
There will be dedicated window installations and pop-up experiences at Bloomingdale’s 59th Street flagship in Manhattan and in Century City in Los Angeles, and South Coast Plaza in Costa Mesa, Calif.
As part of the retailers’s all-door event series, immersive activations will debut nationwide on Saturday with a follow-up on March 21 at all California locations. Guests can explore food, beverage and wellness experiences and celebrate the spirit of California.
At New York’s 59th Street flagship, participants include SunLife Organics, Goodles, Longchamp fresh juice cart, Hoka and Vintner’s Daughter.
In California locations, culinary and wellness experiences highlight the state’s lifestyle, including the Lisa Says Gah, Oak Essentials and a coffee and matcha pop-up from Alfred.
In addition, featured in New York, California and select locations, the Agolde x Tupac Shakur Estate collection honors the 30th anniversary of “All Eyez on Me,” while the Citizens of Humanity x Hollywood Bowl capsule celebrates the iconic Los Angeles landmark through heritage-inspired denim. Bloomingdale’s will mark the launches with a special in-store performance by members of the Los Angeles Philharmonic, debuting a bespoke orchestral arrangement. There will also be interactive floral experiences at the Mother poppy cart, and the Maje macaron cart will offer classic French macarons. Birkenstock x Staud Aura Readings will provide personalized wellness moments for guests.
In mid-March, Bloomingdale’s will host select private customer events, in partnership with Diane von Furstenberg, Lorna Murray, Sydney Evan, Jonathan Simkhai, Vince and ALC, offering exclusive shopping experiences and brand moments for top clients.
