The luxury retailer renews its local grants program to aid mental health care access nationwide
Saks Fifth Avenue has launched its annual Mental Health Awareness Month campaign, placing a spotlight on the importance of mental wellbeing with a particular focus on mothers. The initiative, which runs through May 11, is supported by model, mother, and content creator Emily DiDonato, who collaborated with Saks to share her personal experiences and strategies for prioritizing mental health.
As part of the campaign, Saks will donate 10% of the purchase price from online sales at Saks.com to support the Saks Fifth Avenue Foundation’s mental health initiatives, up to a maximum of $50,000.
“At Saks Fifth Avenue, we recognize mental health is a fundamental part of overall wellbeing, and we are dedicated to championing greater awareness and dialogue surrounding this important issue,” said Kristin Maa, Chief Marketing Officer, Saks Global. “Through this campaign, we’re pleased to offer our customers an opportunity to support the Saks Fifth Avenue Foundation’s mission to elevate mental health as a priority in every community, while underscoring the importance of mental wellness for mothers during this special time of year.”
Throughout May, DiDonato will be featured in custom content across Saks’ digital platforms, reflecting on her own mental health journey and how maintaining authenticity in her personal style contributes to her sense of confidence and wellbeing. DiDonato will also host a special live event on Saks’ digital events platform, Saks Live, on Thursday, May 1.
“Mental health is a topic we should all feel comfortable talking about, yet so many people still struggle in silence,” said DiDonato. “As a mother, I’ve come to understand how essential it is to care for my own wellbeing – not only for myself, but for the people who depend on me. I’m honored to partner with Saks Fifth Avenue to help drive this important dialogue and support meaningful initiatives that are making a real difference in people’s lives.”
In addition to the 10% donation initiative, customers can shop the Saks Fifth Avenue branded merchandise collection at saks.com/mentalhealth, where at least 50% of the purchase price from each item is donated year-round to the Saks Fifth Avenue Foundation.
The Foundation also announced the renewal of its local grant program for the fourth consecutive year, distributing $250,000 to community-based organizations that provide direct mental health services. Applications for the program are available at saks.com/saksfoundation.
Since 2017, Saks Fifth Avenue and the Saks Fifth Avenue Foundation have donated more than $8 million to U.S. mental health initiatives, reaching more than 13 million individuals with messages aimed at combating the stigma surrounding mental health. Key nonprofit partners include Bring Change to Mind, the Columbia University Department of Psychiatry, Girls Inc., and The Trevor Project.
