WHAT:  Joshua Schulman, President of Bergdorf Goodman, and Denise Warren, Senior Vice President and Chief Advertising Officer of The New York Times, held a cocktail reception to present a special viewing of scenes from the documentary film Scatter My Ashes at Bergdorf’s.

The new documentary film, Scatter My Ashes at Bergdorf’s, takes the audience behind the scenes of the world’s most sophisticated store. Bergdorf Goodman is a longtime resident of Fifth Avenue and 58^th Street, one of the world’s best-known intersections, where style and society meet.  Directed by Matthew Miele, the 86-minute film makes its debut as part of the store’s 111^th Anniversary celebration, which also includes a companion book, a collection of exclusive fashion items created by more than 100 designers, special events, and window displays.

In Scatter My Ashes at Bergdorf’s, a venerable list of New Yorkers and fashion personalities share recollections and stories of their personal relationships with this legendary institution, and describe a place that has played a central role in New York’s social history from its early beginnings to the current day.

Stories ranging from humorous to poignant are told, many for the very first time.  Interviews include designers, celebrities, clients, current and former employees, and fashion personalities, such as Karl Lagerfeld, Candice Bergen, Joan Rivers, Michael Kors, Manolo Blahnik, Giorgio Armani, Christian Louboutin, Marc Jacobs, Lauren Bush Lauren, Ashley Olsen and Mary-Kate Olsen, among many others.

Select narrative highlights also include:

- Linda Fargo, Bergdorf’s Fashion Director, who renders her verdict on emerging designers hoping to establish a foothold in the store.

- An inside look at the preparations behind the creation of the legendary holiday windows, a year in the making and which attract visitors from around the world and around the city alike.

- A portrait of the dynamic and eccentric personal shopper Betty Halbreich, who has dressed the most powerful names in fashion, politics and entertainment at Bergdorf for more than three decades.

In a classic cartoon from The New Yorker a woman confesses her lifelong dream to have her ashes scattered at Bergdorf Goodman. What other institution in the world could inspire such loyalty, such beloved insanity? After 111 years, Bergdorf Goodman remains modern and relevant while maintaining its classic way of conducting business with a celebrated, personal touch.

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WHEN:  Thursday, September 20^th

WHERE:  PALAZZO LOMBARDIA, BELVEDERE 39^th Floor, MILANO

WHO:

Joshua Shulman, Chairman of Bergdorf Goodman

Denise Warren, Vice President and Chief Advertising Officer of The New York Times

Roberto Formigoni

Umit Benan

Laudomia Pucci

Gianni Castiglioni

Goga Ashkenazi

Marco Zanini

Giuseppe Santoni

Romeo and Lara Gigli

Andrea and Maria Buccellati

Gaetano and Albertina Marzotto

Laura Lusuardi

Guglielmo Miani and Olivia Puri Negri

Vittorio Missoni

Diego Rossetti

Gianvito Rossi

Massimo Suppancig

Cesare Casadei