Macy's Favorite Things

Client: Macy's

Project: Spring Fashion '25

For Spring 2025, Macy’s set out to debut their new seasonal collection with something bigger than a lookbook and bolder than a standard fashion spot. The brief called for an idea that could live loudly in culture, feel unmistakably joyful, and invite people into the season. The clothes were already doing their part, bursting with saturated color and graphic patterns. The real challenge was finding a creative device that could make all of that style stick.

Enter our unexpected muse: “My Favorite Things” from The Sound of Music. We reimagined the classic into “Favorites for Spring,” keeping the unforgettable melody but rewriting the lyrics so they danced in step with our visuals.

But we still needed to find the right voice to bring it to life: someone with cultural momentum, a fresh following, and a tone that felt modern without overshadowing the brand. That’s when Ashe appeared on our radar. Her warm, expressive vocals gave the track new life, lifting the entire spot with a sense of delight and discovery. Even better, she organically extended the campaign across her own social channels, posting a behind-the-scenes video on TikTok and a GRWM on Instagram.

The result was a spring campaign that felt buoyant, musical, and unmistakably Macy’s. Proof that when fashion, culture, and storytelling meet, the season truly sings.

Client: Macy's

Project: Fall Fashion '25

The momentum didn’t stop with spring. When fall arrived, we carried the musical thread forward and reimagined the concept for a new season. “Favorites for Spring” became “Favorite Fall Things,” a cozier, moodier rewrite that paired perfectly with autumn textures, layered looks, and the deeper, richer palette of the collection. Without a featured artist this time, the song shifted into a more universal, brand-forward expression. The vocals were warm and inviting, allowing the fall fashion to take center stage while still delivering the playful, unmistakable charm of our original idea. By evolving the theme rather than reinventing it, we created continuity across seasons and built a sonic signature Macy’s could own.