Directed and photographed by Nadine Ijewere, Main Character Energy follows a group of friends on a festive shopping excursion through the retailer’s New York flagship
Saks Fifth Avenue is welcoming the holiday season with Main Character Energy, its 2026 campaign celebrating the excitement of festive shopping and the pleasures of discovering something unexpected. Directed and photographed by Nadine Ijewere, the campaign transforms the retailer’s New York flagship into the setting for a playful shopping adventure, bringing together fashion, friendship, and the traditions that have made Saks a fixture of the city’s holiday season.
The campaign follows a group of friends, including Ruby Lyn, Stella Jones, Solange Smith, Luna Yohannan, Divine Mugisha, and George McNally, as they explore the Fifth Avenue store in search of gifts, party looks, and a few indulgences for themselves. Through a series of spontaneous vignettes, Ijewere captures the social rituals surrounding holiday shopping, positioning the store as both a retail destination and a backdrop for shared experiences.
“With Main Character Energy, we wanted to capture the joy and magic of the holidays—the unexpected discoveries, moments of delight and sense of possibility that make this time of year so special,” said Cheryl Han, chief marketing and digital officer of Exemplar Luxury Group. The campaign extends into Saks’ digital channels through seasonal gift guides and fashion edits, including curated selections of beauty, accessories, holiday dressing, and gifts under $200.
Beyond the campaign, Saks is expanding its seasonal programming with a Holiday Market at its New York flagship, featuring decorations, gifts, and specialty items sourced internationally. The experience incorporates festive installations, including a life-size Santa and dancing penguins, alongside an exclusive Saks snow globe. A new Epicure program introduces gourmet gifts packaged in collectible tins inspired by New York landmarks, while additional holiday events will take place at select Saks locations.
The retailer’s annual holiday windows and light show will return on November 23, with Bread Financial serving as the season’s official payment sponsor. The flagship’s six central windows will present an animated journey through New York City, while surrounding displays will draw on the campaign’s imagery and the atmosphere of a quintessential New York holiday shopping excursion. Saks will also partner with Make-A-Wish on an in-store fundraising initiative supporting children with critical illnesses.
For Saks, Main Character Energy brings a contemporary, personality-driven approach to a longstanding retail tradition. By placing friendship and discovery at the center of the campaign, the retailer connects the spectacle of its famous holiday displays with the more personal experience of shopping inside the store. The result is a seasonal narrative that treats the Fifth Avenue flagship not simply as a destination for gifts, but as part of the holiday experience itself.
