Bergdorf Goodman and Lucky Introduce Faces of 5F

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The Bergdorf Goodman model search for 5F, the store’s contemporary floor.

Bergdorf Goodman Faces of 5F Facebook contest model search

Bergdorf Goodman's Faces of 5F Facebook contest

We are excited to open up the casting process for the first time and welcome submissions from people who express themselves in their own way.

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Bergdorf Goodman and Lucky magazine will partner for the first time to introduce Faces of 5F, the model search to find the new faces of the Bergdorf Goodman 5F fall advertising campaign. The Faces of 5F challenge began Monday, June 6 and runs though Friday, June 24. Contestants enter through the Bergdorf Goodman Facebook page and must submit photos and answer a series of questions such as favorite style icon and song.

Bergdorf Goodman and Lucky will announce Faces of 5F via Facebook, Twitter, Tumblr and wild postings throughout the city. Bergdorf Goodman will also have a prominent Fifth Avenue window dedicated to the challenge. The wild postings and Fifth Avenue window will feature a QR code that will drive viewers to the Bergdorf Goodman blog, 5th/58th, for details on the challenge.

Semi-finalists will be revealed at the end of June and will be invited to Bergdorf Goodman for a final casting on 5F. The winners will be determined by a panel of six judges including Brandon Holley, Lucky Editor in Chief, Aidan Kemp, Bergdorf Goodman Vice President, Creative Director, Bridget Buckley, Lucky Bookings Director, Matt Irwin, Photographer for the 5F Fall Campaign, Cannon Hodge, Bergdorf Goodman Social Media, and John Jannuzzi, Lucky Social Media. In addition to starring in the Bergdorf Goodman 5F campaign, the winners will be featured in the October issue of Lucky.

“Faces of 5F provides a unique opportunity for us to connect with people from all over the country who will bring their personal style to our 5F fall campaign. We are excited to open up the casting process for the first time and welcome submissions from people who express themselves in their own way,” says Aidan Kemp, Vice President, Creative Director, Bergdorf Goodman.

“This is exactly the right fit for Lucky. We are a magazine that celebrates real women of style and this partnership offers our readers a participating role in the production of one of the most innovative campaigns. From the online entries, to the casting call, to the printed version -- getting to be a part of this project will be thrilling to our readers,” says Brandon Holley, Editor in Chief, Lucky.

Bergdorf Goodman, founded by master tailors Edwin Goodman and Herman Bergdorf, is located on the corner of New York’s Fifth Avenue and 58th Street, the former site of the Cornelius Vanderbilt mansion. The store has been a one-of-a-kind destination for exclusive fashion and unparalleled service since 1901.


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Jessica Gioia Zotts
Bergdorf Goodman
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