Saks OFF 5TH Celebrates Pride
A heartfelt campaign celebrating Saks OFF 5TH’s mission and purpose—fashion as a means to express your authentic self.
The Campaign
Saks OFF 5TH celebrates the LGBTQ+ community in being their true authentic selves every day and Saks OFF 5TH is driven to support and reflect the communities they serve.
In this inaugural campaign, Saks OFF 5TH partnered with The Phluid Project to donate 100% of the proceeds of their capsule collection to The Phluid Phoundation.
The video narrative was formed from a Q&A series with each cast member. Featuring Jari Jones, Casil McArthur, The Dragon Sisters, Dominique Castelano, Ava Trilling, Jesse Kovarsky, Justice Carlone and Miguel Smith.
This fully integrated, authentic campaign across site, email, social, paid media and a dedicated landing page for charitable partners.
:30 VIDEO ON PRIDE STATEMENTS
:30 VIDEO ON FASHION
Pride is…
Store Signage
Homepage Hero
The Credits
Creative Director: Ting Ting Lee
Editorial Director: Lizzie Cheney
Design Director: Sheilini Singh
Art Director: Modi Li
Styling Director: Jacob Glaser