CAMPAIGN MESSAGE

Rooted in Saks OFF 5TH’s mission to empower people to be their authentic selves through fashion, this campaign put the spotlight on safe spaces.
As well as, what it means to find your community–especially for the most underserved and under supported within the LGBTQ+ community.

Safe spaces should be celebrated and not violated.
Safe spaces are places of refuge.
It’s where self discovery happens.
It’s where self expression thrives.
It’s where love is expressed–no matter what it looks like.

ABOUT THE CAMPAIGN

For two previous years, part of Saks OFF 5TH’s donation to The Phluid Phoundation had been received by For The Gworls.

For The Gworls is a black trans-led collective that curates parties to fundraise money to help Black transgender people pay for their rent, gender-affirming surgeries and more.

To tell the story of safe spaces, we wanted to amplify Asanni Armon’s voice, founder of For The Gworls.

Rooted in organic storytelling, the overall tone of this campaign was celebratory while hitting on emotional points to help educate and inspire change.

ASANNI ARMON (center)

For the Gworls Parties featured

Explore More Campaign Assets

Landing Page

Store Signage

Emails

The Credits

Creative Director: Ting Ting Lee
Big Idea Birther & Editorial Director: Lizzie Cheney
Design Director: Sheilini Singh
Art Director: Modi Li
Styling Director: Jacob Glaser