Photo by Kurt Moses
It’s the end of an era: Glamorama is over.
Macy’s confirmed that it will no longer produce the annual fashion fundraiser, which for 23 years has served as a star-studded kickoff to fall featuring a parade of designer fashion and a long list of top performers, including Bruno Mars, Jason DeRulo, and Robin Thicke.
For the Twin Cities, the show was one of the last remaining relics of the Dayton Hudson era. Originally called Fash Bash, the annual event evolved into Glamorama and survived four corporate transfers: Target Corp, May Corp., and Macy’s Inc. In recent years, Macy’s brought the show to Minneapolis, Chicago, Los Angeles and San Francisco with a local beneficiary in each market. In the Twin Cities, Glamorama has raised $5.5 million for Children’s Cancer Research Fund—its beneficiary since the inception of the show.
“As with everything, there’s a time when it comes time to change,” says Andrea Schwartz, vice president of media relations and cause marketing for Macy’s North Central Region. “This year, Macy’s will take a new approach to showcase its fall fashion by creating in-store events in its flagships and a number of additional stores across the country.”
She couldn’t say whether Minneapolis would be one of those markets to get the new event, nor how exactly it will take shape. Schwartz did confirm that fall fashion events will take place at Macy’s flagships in New York, Chicago, Miami, L.A. and San Francisco, with ancillary events in 20 other markets nationwide.
“We’re looking to bring excitement into stores and reach more customers across more markets,” Schwartz says.
Macy’s will continue to partner with CCRF and other Glamorama beneficiaries. The “Glam Pass,” which in the past brought Glamorama into stores with a portion of sales going to charity, will continue under a new name, Schwartz says. It will be rolled out nationally to all Macy’s stores on July 22.
"It's bittersweet for us," says Jim Leighton, CCRF's vice president of events and partnerships. "Glamorama was the highlight of the year for us at Children's Cancer Research Fund and for many of our donors. But we are grateful for the 23 years of support that Macy's has provided and look forward to our continued partnership wiht them going forward."