From curated edits to a reimagined light show, Saks invites customers to celebrate in style
Saks Fifth Avenue ushers in the 2025 holiday season with “Holiday Your Way,” a campaign celebrating individuality, discovery, and the joy of self-expression. Anchored by the retailer’s New York flagship, the initiative highlights the many ways customers create personal traditions through fashion — culminating in the anticipated return of Saks’ Fifth Avenue light show and window unveilings later this season.
“Saks Fifth Avenue embodies the holiday standard with elevated, exclusive luxury offerings, where dressing becomes storytelling, and each look becomes its own festive moment,” said Emily Essner, President & Chief Commercial Officer of Saks Global.
Shot by Angelo Pennetta, the campaign follows a series of vignettes featuring characters navigating New York’s holiday bustle — from late nights at the office to glittering parties and reunions. The cast includes Meadow Walker, Julez Smith, and Magnus Ferrell, alongside renowned fashion editor Patti Wilson and restaurateurs Riad Nasr and Lee Hanson of Frenchette and Le Rock.
The campaign coincides with the launch of the Saks Holiday Book, a shoppable curation of the season’s most desired pieces and experiences. “Holiday Your Way inspires customers to embrace their individual style for every occasion,” said Kristin Maa, Chief Marketing Officer of Saks Global.
Exclusive collections from Balmain, Akris Punto, and Milly headline Saks’ holiday offering, while the expanded fine jewelry selection and personalized services at the flagship underscore the brand’s emphasis on bespoke luxury. The retailer also continues its Holiday Experiences program, offering unique philanthropic gifts that benefit the Saks Fifth Avenue Foundation and Comic Relief — including VIP fashion week access and private dining at L’Avenue at Saks.
Saks’ Fifth Avenue windows, opening November 24, will transform into vignettes of New York winter scenes, while the iconic light show returns with a reimagined display set to music, presented in partnership with Mastercard. Together, these traditions reinforce Saks’ legacy as a defining symbol of the holiday season in New York.
