by Stephen Garner

In honor of Mental Health Awareness Month, Saks Fifth Avenue will strengthen its ongoing commitment to mental health through a multifaceted campaign aimed to engage its community in mental health activities in-store and online.

For the initiative, Saks will host an interactive mental health activation at its New York flagship, share tools and tips to promote mental wellbeing across its digital channels, and seek to raise funds for mental health non-profit organizations through the Saks Fifth Avenue Foundation.

Saks’ Mental Health Awareness Month initiative builds upon the Saks Fifth Avenue Foundation’s mission to make mental health a priority in every community by increasing understanding, improving access to care, and promoting skills that build positive mental health for those who need it most. This year, the Saks Fifth Avenue Foundation is expanding this commitment, pledging 60 percent of its annual grant funding to support underserved communities.

The need for increased access to mental health services has never been more important. In December 2020, more than 42 percent of people surveyed by the US Census Bureau reported symptoms of anxiety or depression, an increase from 11 percent the previous year.

“This year, we felt it was more important than ever to recognize Mental Health Awareness Month and provide resources and programs to our customers and communities,” said Emily Essner, chief marketing officer at Saks. “We are excited to take action through this multifaceted campaign and further the Saks Fifth Avenue Foundation’s mission to make mental health a priority in every community.”

Now through Tuesday, May 11th, customers can visit an Intention Garden on the second floor of the Saks New York flagship to celebrate Mental Health Awareness Month and join the Saks Foundation in its mission to make mental health a priority in every community. Visitors can take a moment to set a mental health intention, write their intention on a wooden stake and plant it in the Intention Garden. Additionally, visitors are invited to write a postcard to someone who has supported their mental health journey. Completed postcards will be stamped and mailed by Saks.

In celebration of Mental Health Awareness Month, Saks sent a curated gift box to friends of the brand to encourage them to set mental health intentions for the month. The kit includes seed paper where recipients can write their mental health intention, plant it with the materials and pot provided, and then watch their intention grow into wildflowers. The flowers are meant to serve as a symbol of recipients’ mental health intentions and as a reminder to incorporate wellbeing into everyday life.

Throughout May, Saks will share mental health resources on, featuring expertise from non-profit partners of the Saks Fifth Avenue Foundation including Bring Change to Mind, the Trevor Project, Girls Inc., and Columbia University’s Department of Psychiatry. These partner organizations will share tips on how to approach mental health and how to promote positive mental wellbeing.

As part of Saks’ ongoing “Voices With Saks” digital content series which highlights diverse voices on a range of topics to help foster an environment of acceptance and respect, Dr. Jessica Clemons, MD (@askdrjess) will be featured on the @Saks Instagram account in a special video for Mental Health Awareness Month. In the video, Dr. Jess will share tips for supporting people with mental health struggles as well as methods for maintaining personal mental health.

Additionally, customers will be able to further support Mental Health Awareness Month throughout the month of May by donating to the Saks Fifth Avenue Foundation on