Saks Fifth Avenue is gearing up for the all-important holiday season.
The retailer has revealed its 2025 holiday campaign, titled “Holiday Your Way,” centered around the Saks Fifth Avenue New York flagship. The campaign encapsulates every touch point from the only-at-Saks experiences and the Saks Fifth Avenue Holiday Book to the return of the memorable light show at the Saks Fifth Avenue holiday windows later this season.
“Saks Fifth Avenue embodies the holiday standard with elevated, exclusive luxury offerings, where dressing becomes storytelling, and each look becomes its own festive moment,” said Emily Essner, president and chief commercial officer of Saks Global. “From hallmark traditions like the return of our beloved light show to reimagined customer engagements that awaken the holiday spirit and ignite inspiration, we look forward to offering our customers a best-in-class experience crafted uniquely for them this holiday season.”
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“Holiday Your Way,” was photographed by Angelo Pennetta. It follows festive characters anchored in holiday vignettes and features items from the most desired brands such as Oscar de la Renta, Staud, Prabal Gurung, Etro, Erdem, and Bottega Veneta. From rushing out of the office to get party-ready, or hustling through the airport and reuniting with loved ones, to finally arriving at a glamorous night out with friends, each scene conveys merriment and personal style set against the backdrop of New York City.
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The campaign’s cast includes Meadow Walker, Julez Smith and Magnus Ferrell, as well as fashion editor Patti Wilson. Riad Nasr and Lee Hanson of Frenchette and Le Rock are also featured.
The campaign launches in tandem with the Saks Fifth Avenue Holiday Book, a printed guide, followed by a shoppable online edition later this month. The book showcases the season’s most luxurious accessories as well as exclusive holiday experiences.
“Saks Fifth Avenue is defining the season with customer connectivity and meaningful memories at the core of our approach,” said Kristin Maa, chief marketing officer, Saks Global. “‘Holiday Your Way’ inspires customers to embrace their individual style for every occasion and invites them on an engaging journey of shopping discovery. We continue to bring the magic of the holidays directly to our customers through compelling content, the unmissable windows and immersive in-store experiences that captivate at every turn.”
Brands such as Balmain, Akris Punto and Milly are among the exclusive brands offered throughout the season. On Saks.com, the Holiday Gift Guide Shop serves as a seasonal destination for customers seeking gifts. Curated assortments include Gifts for Her, Gifts for Him, Beauty Gifts and Stocking Stuffers. The Holiday Party Shop also offers a refined dressing edit of festive looks for intimate family events, glamorous gatherings and travel.
For the sixth consecutive year, the retailer will present its one-of-a-kind Holiday Experiences, offering customers unique gifts that give back. Each purchase supports the Saks Fifth Avenue Foundation, which advances mental health initiatives in communities where support is most needed, or Comic Relief, a nonprofit organization that funds programs to ensure children and families living in poverty receive the support they need to build a brighter future.
Notable gifts include VIP access to Comic Relief Live at Carnegie Hall, as well as a dinner at L’Avenue at Saks and a meet-and-greet with the program’s stars; the opportunity to feature a beloved dog in a Saks Fifth Avenue campaign photoshoot; the chance to join the Saks Fifth Avenue team at New York Fashion Week and enjoy a private styling with a Saks stylist, and an evening dinner at L’Avenue at Saks overlooking the Rockefeller Center tree lighting.
The famed six center windows of the Saks Fifth Avenue flagship will bring scenes of New York City to life, from a snowy Central Park boat scene to a holiday tree decorated as only Saks Fifth Avenue can create. Additional windows will showcase “Your Story in Lights,” a visual ode to making the holidays your own, featuring motifs from the holiday campaign and the season’s fashion.
This year marks the return of the iconic holiday show on Nov. 24 with a reimagined, state-of-the-art display. The lights will dance to a curated medley of uplifting music, creating a celebration of light and sound. For the 16th year, Mastercard is presenting the holiday windows and light show.