“For a lot of these brands, a documentary is now the next stop after the oversized coffee-table book"
As part of their continuing celebrations for their 111th Anniversary, Bergdorf Goodman's Documentary Scatter My Ashes at Bergdorf's is making its way to global theatres this month. Although fashion docs tend to be part infomercial, part true documentary - it's the magic, the personalities, the intersection of art and business which keep audiences enthralled. They give people a peek into a world which they may not otherwise experience.
“For a lot of these brands, a documentary is now the next stop after the oversized coffee-table book,” Amy Fine Collins, a special correspondent for Vanity Fair said. “There is, of course, a range of quality. But generally speaking I think these films are welcomed and enjoyed.”
The title is based on a cartoon Victoria Roberts did for the New Yorker, showing ladies enjoying tea, in what is clearly Bergdorf's restaurant. Bergdorf Goodman also released a book with the same title featuring anecdotes and stories about the iconic retailer by notable fashion designers, celebrities, writers and employees.
Upcoming industry documentaries:
- The Director: An Evolution in Three Acts, Produced by James Franco, focused on Frida Giannini, creative director at Gucci
- Stanley Marcus, of Neiman Marcus has one in the works
- Mr Miele and Mr Malloy (the director and partner, respectively, of Scatter My Ashes at Bergdorf's) are currently working on another anniversary film by Tiffany & Company who feted 175 years.