Bermuda highlighted by J. McLaughlin

Owain Johnston-Barnes

Published Apr 10, 2018 at 12:32 pm (Updated Apr 10, 2018 at 12:32 pm)

The cover of the April J. McLaughlin catalogue highlighting Bermuda (Image provided)

Bermuda is set to be featured as the backdrop for the J. McLaughlin spring fashion collection.

The American retailer’s latest catalogue will be distributed to its 700,000 customers this week.

A behind-the-scenes video of the shoot is being shared online and is being shown in the window of the company’s flagship New York City store.

Victoria Isley, the Bermuda Tourism Authority’s chief sales and marketing officer, said the shoot highlights the island’s “timeless beauty”.

She said: “The BTA team was proud to support the local production team as well as the team at J. McLaughlin to make its first-ever catalogue shoot outside of the United States smooth and successful.

“It’s gratifying to see Bermuda and her stories included on the brand’s website, it’s social media channels and in the catalogue.”

Along with pictures taken on the island, the catalogue also included a recipe for rum swizzle.

Meredith Andrews, a Bermudian photographer, worked with J. McLaughlin on the fashion shoot and offered local knowledge and experience of the island.

She will also share her photography through a social media takeover of J. McLaughlin’s Instagram channel.

Ms Andrews said: “Bermuda is breathtakingly photogenic and it was a joy to capture that beauty while working with a brand like J. McLaughlin

“I’m looking forward to the Instagram takeover — exposing my work and Bermuda to new followers on social media.”

In-store activities in the United States will accompany the new catalogue roll-out including a series of Dark ‘n Stormy happy hour events in partnership with Goslings and a BTA sweepstakes that will be promoted in 130 stores nationwide.

The happy hours will take place in April and May at several branches along the east coast, including Charleston and Boston.

The sweepstakes is a promotion of the ongoing Bermuda Summer Fridays campaign, offering grand prize includes airfare and a three-night stay at Coral Beach & Tennis Club.

Miranda Conway, owner of Luxury Gifts Bermuda, said the recent shoot presented a new business opportunity for her stores.

She has reached out to the brand, and will be selling J. McLaughlin apparel at her Rosewood Bermuda retail store.

Ms Conway said: “J. McLaughlin and Bermuda have connections both old and new so we’re delighted about offering this classic American brand.

“For many reasons, it’s a great fit for our customers at Luxury Gifts.”

Let's block ads! (Why?)