Saks’s new digital-first, 360-degree spring 2022 campaign features unique content across Saks-owned channels and partner platforms.
The luxury e-commerce platform, which was split off from the Saks Fifth Avenue brick-and-mortar retail business by parent company Hudson’s Bay Company (HBC) and venture capital firm Insight Partners in March 2021, is including multiple digital components in the campaign.
Components include interviews and videos on the retailer’s social media channels and main homepage; as well as a dedicated email campaign, an exclusive feature in the Saks editorial hub The Edit, a spread in the March issue of “Vogue”, and custom content on harpersbazaar.com. In addition, the “Saks It List” is found on Saks.com and each season outlines trends, highlighting what is breaking through the fashion scene.
Top trends Saks is showcasing for the spring season include “barely there” tops, cutouts, shoulder bags and short suits. To accompany the “Saks It List” custom playing cards inspired by the season’s styles and designed by illustrator Dai Ruiz were sent to select Saks clients.
The campaign stars Academy Award-winning actress and star of the upcoming film “Black Panther: Wakanda Forever,” Lupita Nyong’o. A video interview with Nyong’o is available on Saks’ Instagram channel and can be found on Saks.com in The Edit. For men’s spring styling, The Edit also features professional skater Boo Johnson showcasing top men’s styles from top designers.
