Bermuda highlighted by J. McLaughlin
Bermuda is backdrop for a major American retailer’s spring fashion collection.
Now 700,000 customers will be exposed to the island’s beauty when J. McLaughlin’s latest catalogue is distributed this week.
A behind-the-scenes video of the shoot has been posted online and is being shown in the window of the company’s flagship store New York. Victoria Isley, Bermuda Tourism Authority chief sales and marketing officer, said the shoot highlighted 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 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.”
The catalogue also included a recipe for rum swizzle.
J. McLaughlin co-founder Kevin McLaughlin, 65, has travelled to the island.
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 feature 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.”
The catalogue launch will be accompanied with a series of in-store promotions in the United States, including Dark ‘n’ Stormy happy hour events with rum makers Gosling’s and a Bermuda Tourism Authority sweepstake that will be promoted in 130 stores.
The happy hours will take place in April and May at several branches along the East Coast, including Charleston and Boston. The top prize is 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 added she will feature the label 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.”
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