SAKS FIFTH AVENUE UNVEILS 'MAIN CHARACTER ENERGY' HOLIDAY CAMPAIGN, CELEBRATING THE JOY AND MAGIC OF THE SEASON

NEW YORK, (PERLA) -- Saks Fifth Avenue unveils its 2026 holiday campaign, Main Character Energy, celebrating the joy of the season and the magic of discovering something extraordinary. Set within the iconic Saks Fifth Avenue New York flagship, the campaign follows a group of friends on a holiday shopping excursion that's filled with festive adventure, laughter, unexpected discoveries and moments of indulgence.

 From finding the perfect gift for a loved one to happening upon an irresistible treasure or a standout look for the next celebration, each playful vignette captures the delight of sharing holiday traditions with those closest to you. With an understanding of its customers' distinctive tastes and wish lists, Saks brings the spirit of discovery to every touchpoint through thoughtfully curated gift guides and inspiring seasonal fashion edits, making every visit an opportunity to find something special. The festivities will culminate on November 23 with the unveiling of Saks Fifth Avenue's beloved holiday windows and light show.

HOLIDAY CAMPAIGN
Directed and shot by the talented Nadine Ijewere, Main Character Energy transforms the Saks Fifth Avenue New York flagship into a festive playground, where a holiday shopping excursion among friends becomes an enchanting journey of discovery. Featuring a stylish cast of creative personalities – Ruby Lyn, Stella Jones, Solange Smith, Luna Yohannan, Divine Mugisha, and George McNally – the campaign captures a series of playful, spontaneous moments as the group moves through the store, discovering gifts for loved ones, indulging in irresistible finds for themselves and dreaming up looks for the season's celebrations. Each vignette evokes the excitement of holiday shopping at Saks, where every floor offers something unexpected and the joy of finding the perfect gift is as memorable as the gift itself. The campaign captures the wonder of the season and the unmistakable magic of Saks as the ultimate holiday destination.

HOLIDAY GIFTING AND DRESSING:
Launching October 13, the Saks Fifth Avenue Holiday Gift Guide brings together edits designed to simplify gifting and spark inspiration. Customers can browse Gifts for Her, Gifts for Him, Beauty Gifts, and Gifts Under $200.

The retailer's special curations extend the campaign's playful premise through Things We Want and Holiday Party Outfits for women, and Most Wanted and Men's Holiday Dressing for men, each featuring a special guide of desirable finds.

ONE-OF-A-KIND EXPERIENCES
Saks Fifth Avenue's New York flagship brings its signature perspective to a beloved seasonal tradition with the Saks Fifth Avenue Holiday Market, a festive destination capturing the excitement and discovery of the season in New York. A curated assortment of holiday décor, gifts and special finds sourced from around the world comes to life alongside whimsical moments including a life-size Santa and dancing penguins. An exclusive Saks Fifth Avenue snow globe offers a collectible keepsake of the season, bringing together tradition, discovery and a sense of wonder in a way that feels distinctly Saks.

Also debuting this holiday season, Saks Fifth Avenue's Epicure program brings a new dimension to gifting with a curated collection of gourmet treats designed to delight. Presented in charming keepsake tins celebrating some of New York City's most recognizable icons, the assortment pairs festive indulgence with the magic of the city, creating gifts that are as memorable to give as they are to receive.

Bread Financial will extend the holiday celebration beyond Fifth Avenue with a series of festive in-store events at select Saks locations, offering special experiences inspired by the magic of the season.

HOLIDAY WINDOWS AND LIGHT SHOW
The signature center six windows of the Saks Fifth Avenue flagship will showcase a whimsical holiday journey that will take viewers on an animated and festive adventure through New York City. Additional gallery windows will capture the magic of a quintessential New York holiday shopping excursion, a visual celebration of festive discoveries and memories, bringing together elements from the holiday campaign and extraordinary fashion.
This holiday season, Saks Fifth Avenue is proud to partner with Make-A-Wish to help bring hope and joy to children facing critical illnesses. Customers will have the opportunity to join Saks in giving back through a special in-store fundraising campaign in support of Make-A-Wish and its mission to grant life-changing wishes for children and their families.

The beloved Saks Fifth Avenue holiday windows and iconic light show will be unveiled on November 23, presented by Bread Financial, the official payment sponsor of Saks' 2026 holiday season. The partnership will also bring special holiday benefits and experiences to Saks cardholders throughout the season.