I lead the design of Saks OFF 5TH’s 2024 The Style Event. This campaign was developed to coincide with New York Fashion Week. It showcased the best in SO5 women’s dresses, denim, shoes, handbags, sunglasses, fragrance, beauty and more. Our starting point of inspiration was how fashion week runway shows are interpreted by fashion magazines such as the September issue of Vogue. They distill down the fashion moments of the season into accessible, editorial compositions of product and typography.

We started by developing a The Style Event mark, with an editorialized twist. We then pulled a selection of colors and textures to incorporate across the designs. Bright Plum was used as the primary highlight tone, while Neon Yellow was pulled in for New Arrivals moments across email sends. City-meets-sky and studio grey backgrounds were used strategically throughout assets to add depth. And the Photo Team produced a selection of on figure shots to pair with graphic arrangements of product lay-downs.

This campaign hit a range of digital touchpoints across SO5. It lived on the desktop homepage as dynamic heroes. It could also be found as mobile heroes on the website and native app. It further lived in a range of category focused touts on the navigation bar and a multi-category ingrid in sections of product. We developed a set of email sends kicking off the campaign and promoting new arrivals as it continued. Email top and bottom banners were also produced and sprinkle throughout other email sends.

We developed paid media and organic social collections to promote this campaign and Saks OFF 5TH across a variety of platforms. We created animating story, in-feed and collection sized assets capturing the feel of the campaigns in bite sized moments. And lastly we produced outlet focused social media posts, email components and various sized signage assets for each individual outlet to use virtually and throughout their malls to promote SO5 to their customers, driving further traffic to stores.

This project was developed
in collaboration with