Justine Cotter

When Macy's wanted to own all things bridal, we realized people need help with more than just the big day itself. They need help, advice, and stuff for everything that comes next: an entire life together. Luckily, they have everything for that. (Except maybe couples therapy.) 

We enlisted our resident style guy and life expert, Clinton Kelly, and gave him a new title, Weddings' Best Man. Then we created the first in a series of how-to videos designed to help couples figure out things like china patterns and guide them through the entire registry process.

"Are Leggings Pants?" was just one of the many questions Clinton Kelly answered for fans in real-time during #HelpMeClinton 9 to 5. For eight hours straight our team helped CK offer up fashion and lifestyle advice via every social media channel imaginable short of carrier pigeon. We even helped one fan decide what to wear to a government shutdown. At the end of one crazy day, we'd written and edited more than 40 video responses and responded with hundreds of other posts. Needless to say we needed a drink. And a nice long nap.