Take OFF in the City
Self-expression takes center stage
THE ASK
Pressure-test the Where Fashion Takes OFF platform—proving it could flex by segment, format and channel while keeping Saks OFF 5TH the hero.
THE MARKETING STRATEGY
This campaign expanded Saks OFF 5TH’s approach beyond a single customer lens to speak to two core mindsets: the fashion enthusiast treating themselves and the value-driven shopper. The goal was to broaden reach while consistently positioning Saks OFF 5TH as the hero, emphasizing access to coveted designer brands at unbeatable value.
The strategy was focused on expanding reach at the top of the funnel while maintaining consistency further down. Shorter video cuts supported efficient audience growth where it mattered most, while downstream channels reinforced brand and value without additional testing.
THE NARRATIVE
One clear, consistent narrative anchored the campaign across all segments, ensuring the Where Fashion Takes OFF story remained unified while flexing visually by audience. Delivered through succinct narration, the voice carried the rebrand forward with confidence and clarity, allowing the work to scale without fragmenting the brand story.
THE CREATIVE STRATEGY
The creative spilled into the city itself, drawing from organic urban elements like posters, newspapers and street markings to shape bold, expressive graphics across logo stickers, mock ads and sidewalk graffiti. These interventions injected fresh energy into the Where Fashion Takes OFF platform, reinforcing both fashion credibility and value in unexpected, highly visible ways.
Styling and designer brand callouts were intentionally adjusted by segment and channel, allowing the platform to flex visually while the narrative remained consistent.
Campagin Manifesto
WHERE DOES FASHION, ACTUALLY, TAKE OFF?
Fashion takes OFF where creativity thrives.
Where self-expression flourishes.
Where the unexpected moments inspire.
Look around you.
It’s in the heart of the city.
It’s expressed at the crosswalks.
It’s written on the walls (and sidewalks).
It’s, quite literally, surprising you around every street corner.
The city is giving you permission to put yourself at center stage.
Because the thing that matters most is when
you’re expressing your truest self.
And that will always be where fashion, actually, takes OFF.
This fully integrated campaign featured assets living across video, paid media, in-store signage, organic social, email, site, app, outlet marketing and more.
Behind the Scenes
The Credits
Creative Director: Ting Ting Lee
Editorial Director: Lizzie Cheney
Design Director: Sheilini Singh
Art Director: Modi Li
Styling Director: Jacob Glaser
In collaboration with the entire brand creative team