Macy's Bringing Iconic Fashion History to the Screen With Scripted TV Adaptation of Best-Selling Novel When Women Ran Fifth Avenue
Newly acquired option unlocks opportunity to develop entertainment content, building on Macy's tradition of live entertainment and showstopping productions
Macy's has acquired an exclusive option, in a competitive bidding situation, to The New York Times and USA Today best-selling novel, When Women Ran Fifth Avenue: Glamour and Power at the Dawn of American Fashion, by award-winning author and journalist Julie Satow. Under the deal, led by Macy's chief marketing officer Sharon Otterman, the non-fiction portrait of American department stores, will be exclusively developed into a fictionalized television series project. Macy's is currently in the process of securing a showrunner and attaching talent for the lead roles.
In When Women Ran Fifth Avenue, Julie Satow uncovers the untold stories of the women who built and shaped some of the most iconic department stores in America, from Dorothy Shaver at Lord & Taylor to Hortense Odlum at Bonwit Teller and Geraldine Stutz at Henri Bendel. Long before women had a seat at the corporate table, these trailblazers transformed retail, redefining the way fashion was sold, marketed and experienced. Their innovations laid the foundation for modern shopping culture and challenged the limits of what women could achieve in business.
Margaret Getchell, the trailblazing executive who transformed Macy's in the 19th century, will be added to the adapted story.
"These are stories of resilience, ambition and creativity — women who understood the power of storytelling and branding long before it was a business strategy," said Otterman.
"When Women Ran Fifth Avenue celebrates all of the pioneering women who helped shape retail fashion and their enduring legacy, women like Macy's Margaret Getchell," said Satow. "I can't wait to see these trailblazing stories reach a wider audience, inspiring the next generation of innovators in fashion and business, and bring When Women Ran Fifth Avenue from the page to screen."
For more than a century, Macy's has created and produced unforgettable content, including the Macy's Thanksgiving Day Parade® and Macy's 4th of July Fireworks®. Each continues to break TV viewership records and inspire audiences worldwide. In 2024, the 98th Macy's Thanksgiving Day Parade reached a record 31.7 million viewers and 48th Macy's 4th of July Fireworks drew 7.6 million viewers, reinforcing the continued impact and growth of these beloved celebrations.
Recently, Macy's signed a new 10-year rights deal with NBCUniversal, for Macy's Thanksgiving Day Parade® and Macy's 4th of July Fireworks® on NBC, Peacock and Telemundo. These events bring artistry, craftsmanship and showstopping spectacles to audiences around the world that can also help launch new entertainment properties. These newly secured rights will continue to propel Macy's entertainment offerings beyond its world-renowned celebrations, as the brand continues to create stories worth sharing.
About Macy's
Macy's, the largest retail brand of Macy's, Inc. (NYSE:M), serves as the style source for generations of customers. With one of the nation's largest e-commerce platforms powered by macys.com and mobile app, paired with a nationwide network of stores, Macy's delivers the most convenient and seamless shopping experience, offering great values in apparel, home, beauty, accessories and more. Macy's gives customers even more ways to shop and own their style through an off-price assortment at Macy's Backstage and at our highly curated Macy's small format stores. Each year, Macy's provides millions with unforgettable experiences through Macy's 4th of July Fireworks® and Macy's Thanksgiving Day Parade® and helps our customers celebrate special moments, big and small. We're guided by our social purpose—to create a brighter future that empowers more voice, choice and ownership for our colleagues, customers, communities and leaders of tomorrow.
About Julie Satow
Julie Satow is the author of The New York Times bestseller, When Women Ran Fifth Avenue: Glamour and Power at the Dawn of American Fashion, longlisted for the Andrew Carnegie Medal for Excellence in Nonfiction, and named Best Book of 2024 by Amazon, Financial Times, Cosmopolitan, Smithsonian, New York Post, and Vogue. Her first book, The Plaza: The Secret Life of America's Most Famous Hotel was a New York Times Editors' Choice and an NPR Favorite Book of the Year. An award-winning journalist, Julie has written for The New York Times, National Public Radio, The Wall Street Journal, and elsewhere. A native New Yorker, she graduated from Columbia College and holds a master's degree from Columbia University's School of International and Public Affairs. She lives in New York City with her husband and two children. Satow is repped by CAA, WLA, and Sloss Eckhouse Dasti Haynes LLP.
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