For two previous years, Saks OFF 5TH and The Phluid Project cultivated a relationship that brought together fashion and purpose. Through exclusive capsule collections to corporate training, Saks OFF 5TH showed up as a true advocate and ally to the LGBTQ+ community with the shepherding of The Phluid Project.
Net proceeds from previous exclusive capsule collections with The Phluid Project benefited multiple organizations through their Phluid Phoundation. A continued recipient of this donation was For The Gworls.
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.
With this campaign, we wanted to amplify Asanni Armon’s voice, founder of For The Gworls (center right), to tell the story of safe spaces.
Rooted in organic storytelling, the overall tone of this campaign was celebratory while hitting on emotional points to help educate and inspire change.
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.
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
In collaboration with the entire Saks OFF 5TH brand creative team and in partnership with The Phluid Project