A recent online survey of Macy's customers revealed that almost half the women polled find it a challenge to put together fabulous outfits on a regular basis, in particular, how to incorporate the latest trends with stuff already in the closet. To spread the fashion love, they are launching their new Macy's Fashion Director, an online mix-and-match tool that allows you to select pieces – from the perfect skirt to the season's "must-have" accessory – and build a virtual outfit. “Macy’s Fashion Director gives our customers the unique opportunity to create their own fashion story,” explains Nicole Fischelis, Macy's group vice president/fashion director. “They are able to put together a look that expresses their vision of what they believe fashion is right now. It’s how I take a trend from the runway and interpret it to fit our
customer’s needs."

To celebrate, Macy's is kicking things off with the 30 Day Fashion Director Challenge: from March 8 through April 6, they will post a daily style challenge – from the fun & flirty (a blind date) to the classy & chic (a big work presentation) to the special occasion (a wedding rehearsal dinner) – for which they invite everyone to put together the perfect outfit. Participating virtual-stylists will begin with a blank virtual canvas and suggested pieces from Macy's Spring 2010 collections; from there, individual style sensibility is the guiding force in creating a unique look. Everyone is invited to vote on the results; whoever gets the most votes for their outfit wins that day's prize: a $500 Macy's Gift Card.

“We know that fashion is an ever-evolving sport and that putting together an outfit, whether for everyday or for a special occasion, can sometimes be a major challenge,” says Martine Reardon, executive vice president of marketing for Macy’s. “With Macy’s Fashion Director, we are providing our customers with a fun, interactive tool that allows them to learn about and experiment with the season’s trends, engaging them in a unique way with a special reward for putting it all together.”

For fun, Macy's even tasked its key style makers including Martha Stewart, Donald Trump, Clinton Kelly, and Rachel Roy with their own seemingly impossible fashion challenge. The results of the makeover tests are a series of mockumentary-style short films called “Fashion Interventions” hosted at Macy’s Fashion Director. These sassy how-to films capture the star advisors in irreverent scenarios conducting fashion interventions with some unlikely characters. How did these fashion mavens fare against the style-challenged?

Stay tuned for the big reveal over the next several weeks at Macys.com/FashionDirector.

- Lesley Scott

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