Saks Holiday Campaign Puts Manhattan Flagship at Center
Saks Fifth Avenue has launched its 2026 holiday campaign, centered on its Manhattan flagship and a playful gift-shopping narrative. The campaign follows friends enjoying holiday traditions and discovery away from typical shopping stress. The retailer will unveil holiday windows and a light show at its 611 Fifth Avenue store on Nov. 23, presented by Bread Financial.
Saks Fifth Avenue introduced its 2026 holiday campaign on Tuesday, built around its Manhattan flagship and the theme “Main Character Energy.” The story follows friends enjoying seasonal traditions and gift discovery without the usual shopping pressure. On Nov. 23, the 611 Fifth Avenue store will reveal holiday windows and a light show presented by Bread Financial. Six facade windows will animate a New York City holiday journey, while gallery windows will feature campaign imagery and fashion.
The campaign was directed and photographed by Nadine Ijewere and features Ruby Lyn, Stella Jones, Solange Smith, Luna Yohannan, Divine Mugisha and George McNally. Saks canceled the 2024 show to reduce costs but restored it last year. After emerging from bankruptcy in June with new ownership and fewer stores, Saks now relies more heavily on this flagship.
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