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.

Meet the Cast

  • Jari Jones

  • The Dragon Sisters

  • Casil McArthur

  • Dominique Castelano

  • Ava Trilling

  • Jesse Kovarsky

  • Justice Carlone & Miguel Smith

THE CAMPAIGN MESSAGE

As a company committed to supporting and reflecting the communities it serves, Saks OFF 5TH celebrates and empowers the LGBTQ+ community to express their true, authentic selves every day through the lens of fashion.

THE PHLUID PROJECT x SAKS OFF 5TH

This inaugural campaign marked the beginning of a multi-year partnership between Saks OFF 5TH and The Phluid Project. Together, they launched exclusive gender-neutral capsule collections for Pride and continued their work year-round through corporate training and ongoing DEI initiatives.

For each capsule collection, Saks OFF 5TH donated 100% of net proceeds to The Phluid Phoundation, supporting the most underserved members of the LGBTQ+ community.

THE NARRATIVE

The campaign spotlighted a diverse cast whose personal stories brought the partnership’s purpose to life. Through a Q&A series, talent shared what Pride means to them and how they express their identities through style, creating a genuine, human-centered narrative—that moved the work beyond product to celebrate individuality and uplift LGBTQ+ voices.

Pride is…

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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 Saks OFF 5TH brand creative team and in partnership with The Phluid Project