Saks Fifth Avenue unveiled its Pride campaign today titled, “Show Your Pride,” which celebrates the LGBTQ+ community, spotlighting notables and their stories. Saks is also supporting the LGBTQ+ community through a partnership with the Stonewall Inn Gives Back Initiative (SIGBI) for the fourth consecutive year, with a cumulative donation of $245,000. The 2022 Pride campaign includes digital content on Saks.com and social channels, in-person and virtual events, and a dedicated window installation at the Saks Fifth Avenue New York flagship location.
Partnership with the Stonewall Inn Gives Back Initiative
Saks continues to support the Stonewall Inn Gives Back Initiative, an organization paving the way for the LGBTQ+ community with the goal of eliminating the social intolerance that is profoundly impacting the lives of citizens across the world. This is the fourth consecutive year of the partnership and in 2022, Saks’ support will directly benefit the evolution of the Stonewall Inn’s Safe Spaces program. This impactful program identifies and certifies safe spaces that provide freedom for the LGBTQ+ community to love and express themselves across the country.
“At Saks, we understand the importance of allyship and are honored to stand with our LGBTQ+ employees, customers and partners. We’re committed to advocating for equal rights for all members of the LGBTQ+ community, which is why we’ve chosen to continue supporting SIGBI’s impactful work,” said Marc Metrick, CEO, Saks. “The LGBTQ+ community plays an integral role in fashion, and we’re proud to lend our platform to amplify awareness of the community’s contributions across our industry. Even more so, we believe it’s important to lend our voice in the ongoing fight for LGBTQ+ rights.”
“It’s so important for iconic brands like Saks to take a stand given that the rights of the LGBTQ+ community are at stake,” says Stacy Lentz, CEO and Co-Founder of SIGBI. “The generous donation from Saks, and their continued alliance, helps further awareness of our mission to protect the rights of the LGBTQ+ community. We couldn’t be more proud to work together again and thank them for their partnership.”
“Show Your Pride” Campaign
Uplifting members of the LGBTQ+ community, Saks is featuring singer and drag performer Adore Delano, designer Christian Cowan, actress Dominique Jackson and comedians Jes Tom and Sam Jay on social media, the Saks website, and The Edit, the Saks editorial hub for fashion news and style inspiration. On the Saks TikTok channel, influencer Emira D’Spain (@xoxoemira) is hosting a “Get Ready With Me” style video and on the Saks Instagram page, Dominique Jackson is featured in a Reels video; both wearing looks found on Saks.com.
Three Saks Live events in celebration of Pride Month will be hosted throughout June by campaign stars Adore Delano, Sam Jay and Dominique Jackson.
In addition to the digital components, the Saks Fifth Avenue flagship windows are being transformed to create a deconstructed pride flag. A stunning ribbon sculpture will flow throughout the center six windows, which will be on view from June 2 to June 16. Saks is also hosting a private Pride-themed variety night with SIGBI at Le Chalet at L’Avenue at Saks on June 8 featuring a special performance by Joel Kim Booster, star of the upcoming summer film Fire Island and his one hour Netflix special Psychosexual.