Bloomingdale’s Launches Aqua x Kerri Rosenthal as Addition to Its Annual Pink Campaign
Bloomingdale’s will introduce Aqua x Kerri Rosenthal, a special collection that serves as an addition to its annual Pink Campaign.
The continuation of the retailer’s “Give Pink Get More” initiative reinforces its long-standing commitment to supporting breast cancer awareness. Over the past 18 years, Bloomingdale’s has raised more than $17 million for both the Breast Cancer Research Foundation and the Tutu Project.
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The 46-piece Aqua x Kerri Rosenthal collection consists of ready-to-wear, girls’, sleepwear, shoes, home, jewelry and seasonal accessories inspired by a painting Rosenthal created exclusively for Bloomingdale’s in honor of breast cancer awareness.
Rosenthal’s daughter, Ali, was diagnosed with breast cancer in the fall of 2022, making this collaboration and her personal connection to the cause even more meaningful.
Rosenthal and the team designed pieces that are wearable for everyone, but also incorporated pieces that her daughter wanted to wear during her treatments.
Rosenthal told WWD, “Ali was diagnosed with stage 1A breast cancer during our first collaboration with Bloomingdale’s-Aqua last year. The team was very aware of what Ali was going through and how it impacted our lives. When they came to us about doing this collaboration for breast cancer awareness, this year, it felt so right. We had the pleasure of designing this second collection with the Aqua team and pay it forward to a cause that is now part of our very core in such a personal and emotional level.”
“My art stems from my heart and when brands come to me to collaborate, the collaboration must feel authentic,” continued Rosenthal. “Bloomingdale’s is a store I grew up going to. Every year we would go back-to-school shopping with my mom, aunt and cousins, and it was a moment I looked forward to. I did the same thing with my own children. That is why I said ‘yes’ to the collaboration. It touched my heart strings in so many ways and now we get to give back, raise awareness and hopefully find a cure. Bloomingdale’s has been such a huge supporter of breast cancer awareness and we teamed up on this unprecedented collaboration to take the support to the next level,” she said.
Prices range from $28 for the case to $228 for a leather jacket. The product will be carried in every Bloomingdale’s door, but not every door is getting every style. Cold weather accessories aren’t going into warm-weather doors, for example. Women’s sizes range from XS to XL, and kids’ sizes go from XXS (4-5) to XL (14-16). Slippers range from S-XL.
Now through Oct. 31, Bloomingdale’s will donate 10 percent of the purchase price of each piece of the collection to the Breast Cancer Research Foundation, up to $25,000. The original artwork, featuring Rosenthal’s signature whimsy mood-boosting prints, stripes, hearts and more, will also be put up for auction through Oct. 12 to benefit Pink Aid.
“After the success of the previous Kerri Rosenthal collection, we are thrilled to be partnering with Kerri on another collaboration with such a meaningful connection,” said Frank Berman, executive vice president, chief marketing officer at Bloomingdale’s. “The programming for our annual ‘Give Pink, Get More’ campaign supports two incredible organizations that we’ve had the privilege of supporting for so many years, BCRF and the Tutu Project. We are honored to now layer in yet another element to the activity this season with the launch of Aqua x Kerri Rosenthal.”
On Oct. 5, Rosenthal and her daughter Ali will host an On Screen event to speak about the collaboration with Aqua, the inspiration behind it and their personal ties to breast cancer awareness.
On Oct. 14, select stores will host Pink Yoga and an after party with On Running featuring breakfast bites, sips and special gifting opportunities. The 59th Street store workout will be led by yoga instructor and breast cancer survivor Sarah Strimmel from Damn Good Yoga and will be broadcast live on Bloomingdale’s On Screen. It will be attended by founders of the Tutu Project, Bob and Linda Carey. The $15 reservation fee for in-store events will benefit The Breast Cancer Research Foundation and The Tutu Project, and participants will take home a pink yoga mat.
On Oct. 14, stores across the country will throw celebrations from 11 a.m. to 2 p.m. Shoppers can buy Kerri Rosenthal’s Aqua collection, sign up for Give Pink Get More to take part in an interactive art installation, enjoy a DJ and visit beauty counters for pink themed touch ups. In-store customers will receive one of Rosenthal’s signature painted hearts to write the name of someone they are “giving pink for” to be featured on an interactive visual installation.
Through Oct. 31, shoppers can give back by charging a $15 enrollment fee on their Bloomingdale’s credit card, 100 percent of which will benefit BCRF and the Tutu Project. From Sept. 22 through Oct. 31, card holders will earn $25 in rewards for every $250 spent on eligible purchases using their Bloomingdale’s credit card. Shoppers who enroll in-store will also receive a limited edition tote.
Information on local Pink Yoga and Pink Party events can be found on Eventbrite in select markets.
The Breast Cancer Research Foundation is the largest private funder of breast cancer research and metastatic breast cancer research. The Tutu Project aims to bring cheer to breast cancer patients through financial and emotional support. The fundraising campaign started with Bob Carey’s famous tutu that has been photographed around the world and is featured within his book, “Tutu.”
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