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Macy's Brings Drive-Ins Back for 'American Icons' Campaign

Two looks from Macy's American Icons campaign: Ralph Lauren Denim & Supply, left, and Levi's, right
Two looks from Macy's American Icons campaign: Ralph Lauren Denim & Supply, left, and Levi's, right

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May and June are typically pretty dead when it comes to retail, so this year Macy's will be attempting to lure shoppers with an Americana-themed month starting in May and ending on July 4, WWD reports. They're calling the promotion "American Icons" and they're defining that concept extremely broadly. America's great outdoors, historic destinations, pastimes and traditions—"like drive-in movies, baseball and grilling in the backyard"—are serving as inspiration, and designers are creating exclusive product around the theme.

Ralph Lauren, Calvin Klein, Michael Kors, Tommy Hilfiger, Nike, and Levi's are participating, and based on the campaign images, they all appear to be interpreting the theme extremely literally. There is denim, lots of red, white, and blue, and some flag-themed looks. And since there are no actual drive-ins to go to anymore, Macy's will be hosting their own in select mall parking lots across America. Forced family fun just got a lot more retro.
· Macy's Americana Push [WWD]
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· MADE for Macy's Impulse is Now Shoppable [Racked]