Saks Fifth Avenue Unveils 'Main Character Energy' Holiday Campaign, Celebrating the Joy and Magic of the Season

The luxury retailer invites customers into a world of festive fashion, inspired gifting and holiday indulgence, from curated gift guides and the Holiday Market to the magic of Saks Fifth Avenue's beloved windows and light show.

For assets, view the press kit HERE

NEW YORK, Oct. 13, 2026 /PRNewswire/ -- 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.

"Saks Fifth Avenue brings the magic of the holidays to life through extraordinary luxury offerings, personalized service and a spirit of joy and discovery that delights our customers," said Darcy Penick, President and Chief Commercial Officer, Exemplar Luxury Group. "With their distinctive tastes and desires at the heart of our approach, we've thoughtfully curated our holiday assortment and experiences to inspire every celebration. From finding the perfect gift to embracing beloved traditions, we look forward to delivering an exceptional holiday experience that feels distinctly Saks and uniquely personal."

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.

"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, Exemplar Luxury Group. "Bringing that spirit to life across Saks, from our Fifth Avenue flagship to Saks.com, gives us an opportunity to make holiday shopping feel inspiring, playful and full of surprise, inviting our customers to celebrate, find something extraordinary and create memorable moments of their own."

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.

IMAGES: here
VIDEO: here

ABOUT SAKS FIFTH AVENUE:
Saks Fifth Avenue is a leading destination for luxury fashion, blending bold curation with a visionary, modern point of view. Since its inception in 1924, the company has delivered one-of-a-kind shopping experiences, featuring an expertly curated assortment of fashion and highly personalized customer service. Through an integrated retail model, we deliver a seamless customer journey across our portfolio of stores in leading luxury markets, complemented by a strong digital presence and remote selling offerings. Saks Fifth Avenue is part of Exemplar Luxury Group, the luxury collective uniting coveted brands with unrivaled customer experiences.

Visit saks.com for more information, and follow Saks Fifth Avenue on Instagram and LinkedIn.

ABOUT EXEMPLAR LUXURY GROUP: 
Exemplar Luxury Group is the luxury collective uniting coveted brands with unrivaled customer experiences across Neiman Marcus, Saks Fifth Avenue and Bergdorf Goodman. Driven by a relentless devotion to our customers and powered by our talented colleagues, we offer expertly curated product assortments, unparalleled service and personalized experiences across our integrated retail model. Through strong partnerships with the world's most desired luxury brands and deep customer relationships enhanced by data-rich insights, Exemplar Luxury Group is committed to setting the standard of excellence for luxury retail.

Visit exemplarluxurygroup.com for more information, and follow Exemplar Luxury Group on LinkedIn.

CONTACT: [email protected]

SOURCE Saks Fifth Avenue