The American retailer has launched Holiday Your Way, its holiday season campaign. At nightfall, the streets of New York, the historic stronghold of Saks Fifth Avenue, are transformed into the antechamber of Studio 54, the legendary nightclub of the 1970s and 1980s in the Big Apple, with lamé and sequined outfits in “Boom Boom” style.
“Boom Boom” or Loud Luxury, two words that describe the comeback of opulence and the weariness of Quiet Luxury, which is too discreet and reasonable to be sincere. Boom Boom, on the other hand, wants it to be seen and known.
And the Studio 54 club, which reopened its doors at the end of October for one night only to launch Valentino’s latest fragrance, embodies the very heart of Saks Fifth Avenue’s latest campaign concept: the celebration of individuality and unique style.
An ode to personalization that shines through at the department store’s various touchpoints, from its “Your Story in Lights” window displays to its e-commerce site and seasonal catalog. The visuals and video choose to focus on its iconic New York store, which is set to light up Fifth Avenue on November 24 with the highly anticipated return of its Christmas light show.
A magical and comforting story
Named “Holiday Your Style”, the festive campaign by Saks Fifth Avenue invites customers to express their uniqueness through clothing and to embrace it. The images that scroll by unfold a comforting story that captures the countless ways in which customers shed their office uniforms to better express their style for the holiday season. Integrating splendor into every touchpoint, the retailer reflects customers’ distinctive tastes and desires through unique experiences at Saks, the Saks Fifth Avenue Holiday Book, selections for the whole family, and exclusive collections from the world’s most coveted fashion brands.
“Saks Fifth Avenue embodies the standard for the holiday season with exclusive and refined luxury offerings, where dressing up becomes a story to tell and where every look becomes a festive moment in its own right,” said Emily Essner, President and Chief Commercial Officer of Saks Global.
The vignettes captured by renowned photographer Angelo Pennetta describe different scenarios for dressing up, such as rushing out of the office, meeting friends at the airport, or finally arriving at a glamorous party with friends. The cast of the campaign includes American model Meadow Walker, Julez Smith (son of singer Solange Knowles, sister of Beyoncé) and musician Magnus Ferrell, as well as iconic fashion editor Patti Wilson (Vogue Italia, V Magazine and now Dazed), whose signature blend of whimsy and elegance embodies the joy and glamour of the holidays. The local food scene is not forgotten, with chefs Riad Nasr and Lee Hanson from Frenchette and Le Rock.
To reinforce the consistency and relevance of the creative choices, the “Holiday Your Style” campaign draws on the Saks Fifth Avenue Holiday Book, a printed guide also available online since October, which serves as the primary inspiration for finding party outfits that are sure to make a splash on the big day. Editorials showcase a selection of the season’s most luxurious accessories and reveal exclusive holiday experiences. Throughout the season, Saks Fifth Avenue offers items to shine brightly this holiday season from leading brands such as Balmain, Akris Punto, and Milly. The campaign highlights designer brands and luxury fashion and accessory houses such as 16 Arlington, Bottega Veneta, Elisabetta Franchi, Etro, Prabal Gurung, Staud, and Valentino.
Unique and generous experiences
For the sixth consecutive year, Saks Fifth Avenue is presenting its unique holiday experiences, offering its customers unique gifts that do good. Each purchase supports either the Saks Fifth Avenue Foundation or Comic Relief. The former promotes mental health initiatives in communities most in need, while the latter is a non-profit organization that funds programs that provide poor children and their families with support to build a better future.
Notable gifts in the 2025 edition include VIP access to Comic Relief Live at Carnegie Hall, as well as dinner at L’Avenue at Saks and a meet-and-greet with the stars of the program. And that’s not all. You can feature your favorite dog in a photo shoot for the Saks Fifth Avenue campaign, join the Saks Fifth Avenue team at New York Fashion Week and enjoy a private styling session with a Saks stylist, or take part in a dinner at L’Avenue at Saks with a view of the spectacular Rockefeller Center Christmas tree lighting.
Read also > Saks Global gets off to a good start
Featured photo: © Saks Fifth Avenue
