Saks Fifth Avenue juxtaposes the energy of New York City with “the luxury must-haves of the moment” in its fall 2026 campaign, themed “Let’s Go!”
Khaite, Tom Ford, Prada, Jil Sander, Loewe, Altuzarra, Ulla Johnson, Balmain, Valentino, Balenciaga, Ralph Lauren Collection, Ferragamo and Proenza Schouler are among the designer collections featured in the campaign. The fall collections, as Saks noted, embraces self expression and modern glamour defined by long, lean silhouettes and deep, saturated shades.
Photographed by Nadine Ijewere, “Let’s Go” launched Thursday and features an international cast of models including Sanique, Scarlett White, Felice Noordhoff, Divine Mugisha and Jae Lee.
Also figuring prominently in the campaign is the historic Saks Fifth Avenue Manhattan flagship, as well as some of the city’s iconic parks.
“Our New York City flagship has long been a destination where culture and commerce come together, and this campaign extends that influence across our stores and digital channels nationwide, creating new reasons for our customers to engage with Saks and discover the very best in fall fashion,” Cheryl Han, chief marketing and digital officer of the Exemplar Luxury Group, said in a statement. “Capturing how New York’s energy spills onto the streets, leading customers to gather at Saks, the campaign highlights a transformed flagship where fashion devotees meet to shop and leave fully charged with creative ideas.”
“‘Let’s Go!’ captures the unmistakable rush of energy that comes with a new season and the endless possibilities of getting dressed,” added Elle Strauss, senior vice president, creative, Exemplar Luxury Group. “The campaign feels spontaneous, confident and distinctly New York. Through Nadine’s vibrant perspective, we created a visual world that celebrates the season’s striking fashion and freedom to make it your own.” ELG operates Saks Fifth Avenue, Neiman Marcus and Bergdorf Goodman.
Helping to bring the campaign to life is a new concept shop on the first floor of the flagship. It’s been designed as a “creative clubhouse for fashion insiders” to enjoy art, vintage magazines, cultural events and unexpected finds, Saks indicated. The space has giftables, soft accessories, homeware, handbags and shoes selected by women’s fashion director Chloe King, and men’s fashion director Bruce Pask.
The space also includes a gallery exhibition, titled “Beautiful People,” displaying Ijewere’s original photography, a newsstand by the nonprofit library and cultural space Library 180, which features rare and collectible ’90s-era publications, and unique edits of collectible objects.
For ELG, it’s important to shine a bright light on the Saks Fifth Avenue flagship since it now represents a greater percentage of the total Saks business in the aftermath of Saks streamlining down to 15 stores, from 33 pre-bankruptcy. At one time, the 647,000-square-foot Saks flagship was estimated at generating about 20 to 25 percent of the luxury brand’s total annual revenues, but now it would represent a much bigger percentage with fewer Saks stores operating.
The Saks flagship underwent a multiyear renovation originally budgeted at about $250 million, which culminated in 2019 with the unveiling of a reimagined main floor and an imposing Rem Koolhaas-designed dichroic glass escalator up to the beauty floor, which was earlier relocated and redesigned on two. The grand flagship first opened for business in 1924.
With this year’s fall campaign, momentum at the flagship continues with a weekend series through Oct. 6 called “Let’s Friday at Saks.” It will be offering DJ sets, a custom sketch artist activation, and a pop-up cart serving L’Avenue at Saks coffee and cookies from The Rounds, and Casa Bosques chocolates, complemented by custom Saks coffee tumblers and campaign-themed stickers.
From the Saks Fifth Avenue fall 2026 campaign.
