Chances are that the primary deciding factor for people going to this documentary will be whether or not they are already aware of what Bergdorf's actually is. One of the most famous stores in the world, smack bang in the middle of 5th Avenue, and a flashing beacon of never-ending opulence, this is the world's epicentre when it comes to retailing fashion. The block-wide building is home to some interesting stories and some very interesting people, but Scatter My Ashes tells them in the most scatter-brained kind of way.
The list of people interviewed reads as a who's who of modern fashion powerhouses - Dolce & Gabbana, Vera Wang, Giorgio Armani, etc. - as well as a few more recognisable faces from both in front, inside, and behind the labels including the likes of The Olsen Twins, Nicole Richie, Joan Rivers and Candice Bergen. Narrated (oddly) by Hollywood go-to bad-guy William Fichtner, we're hastily told about the stores humble beginnings, then we're zipped through the history of the building itself, the roster of its designers, what it takes to get your product sold there, as well as stories about the famous Bergdorf's personal shopping assistants.
Between all these segments, we cut back and forth to the story of the making of the famous Bergdorf's Window Display - which, by itself, might have made a very interesting stand-alone documentary subject - but it feels tacked on to the otherwise fizzy and glamorous tale being told.
Tales involving John Lennon and Yoko Ono, Michelle Obama and Barbara Streisand all seem marginally interesting, but like the documentary itself, there is very little depth here; everything looks great, and you can get swept up in the effervescent vibe of the store, but it'll pass once the movie is over.
Fashionistas and lovers of Sex & The City or The Devil Wears Prada will eat this up, but everyone else might feel like they've just watched a long commercial for a store they can't afford to shop in.
