INC International Concepts, Macy's top-performing private label fashion brand, collaborated with fashion icon Iris Apfel for its fall 2016 collection. She curated the collection and starred in both facets of the marketing campaign—one promoting the collection and the other an Apfel-inspired emoji keyboard pack. Both tapped into the personal style of their cover girl by incorporating elements such as her signature round black glasses, which bubble up into the background of the fashion collection ads or magnify elements in a jumbotron video promoting the emoji pack. An emoji of Iris and the color hot pink are other impactful elements that were also woven into the campaign.