Review of Saks Fifth Avenue Fall 2026 Ad Campaign with Photographer Nadine Ijewere with models Scarlett White, Felice Noordhoff, Divine Mugisha, Sanique, Jae Lee
Saks Fifth Avenue’s Fall 2026 campaign, “Let’s Go!,” makes a persuasive case for fashion as both a destination and a departure point. Photographed by Nadine Ijewere and starring Scarlett White, Felice Noordhoff, Divine Mugisha, Sanique, and Jae Lee, the campaign places modern glamour against the recognizable energy of New York City, moving between the retailer’s flagship and the city beyond. Its message is direct: the new season has arrived, the clothes are waiting, and standing still is not particularly part of the plan.
The campaign’s visual premise connects Saks’ New York flagship with the broader rhythms of the city. Parks and urban settings provide a counterpoint to the polished interiors of the store, while the cast moves through a wardrobe drawn from labels including Khaite, Tom Ford, Prada, Jil Sander, Loewe, Altuzarra, Ulla Johnson, Balmain, Valentino Garavani, Balenciaga, Ralph Lauren Collection, Ferragamo, and Proenza Schouler. Long, lean silhouettes and deep, saturated shades establish the season’s direction, with the campaign using New York not simply as a backdrop but as shorthand for a particular kind of fashion confidence.
That confidence is where the campaign is strongest. Saks has long occupied a position between luxury commerce and cultural aspiration, and “Let’s Go!” attempts to make that role feel active rather than ceremonial. Ijewere’s perspective is well suited to the task, bringing warmth and immediacy to a luxury environment that can otherwise risk feeling overly polished. The result is a campaign built around movement and discovery rather than the static perfection traditionally associated with department-store advertising.
There is also a strategic logic to the campaign’s broader ecosystem. The new concept shop at the New York flagship extends the “Let’s Go!” message beyond imagery, turning the store into what Saks describes as a creative clubhouse. Co-curated by Fashion Directors Chloe King and Bruce Pask, the space combines fashion with art, vintage magazines, cultural programming, accessories, homeware, and other objects intended to encourage customers to linger as much as shop.
The inclusion of Nadine Ijewere’s “Beautiful People” exhibition and a newsstand by Library180 further reinforces that cultural positioning. Rather than presenting luxury solely through merchandise, Saks is framing the flagship as a place where visual culture, fashion history, and retail intersect. It is an increasingly familiar strategy across luxury retail, but one that makes particular sense for a New York institution seeking to keep its physical environment relevant in an era when products alone are rarely enough to pull customers through the door.
The campaign’s greatest challenge may also be its greatest ambition. “Let’s Go!” draws on an expansive idea of energy that stretches from Manhattan to Miami and Los Angeles, and its message of freedom and self-expression is intentionally broad. That gives Saks room to accommodate a wide range of brands and customers, though it also leaves the campaign carrying the considerable task of making many different identities feel like one coherent world. Fortunately, the campaign’s strongest unifying element is not a particular garment or trend, but the sense of momentum that connects them.
Through October 6, that momentum continues with “Let’s Friday at Saks,” a weekly series incorporating DJ sets, a sketch artist activation, and food and beverage offerings. Together with the concept shop and the campaign imagery, the initiative suggests that Saks is looking beyond the traditional seasonal campaign as a communications vehicle and toward a more continuous form of engagement.
“Let’s Go!” ultimately understands that contemporary luxury retail must give customers a reason to arrive before asking them what they would like to buy. By pairing seasonal fashion with culture, community, and the restless energy of New York, Saks Fifth Avenue gives its Fall campaign a clear sense of purpose. After all, when the city is moving, it seems only appropriate that the clothes should keep up.
Photographer | Nadine Ijewere
Models | Scarlett White, Felice Noordhoff, Divine Mugisha, Sanique, Jae Lee
Location | Saks Fifth Avenue New York Flagship and New York City parks