Saks Fifth Avenue launches holiday campaign with Michelle Obama

By

Jennifer Braun

Published
Nov 25, 2021

Saks Fifth Avenue has launched its holiday campaign in support of the Obama Foundation's Girls Opportunity Alliance. 

The campaign kicked off with the unveiling of Saks Fifth Avenue's iconic holiday window display and ten-story-tall theatrical light show at its New York flagship, on Wednesday, as well as a special appearance by former First Lady of the United States and founder of the Girls Opportunity Alliance, Michelle Obama.

As part of the campaign, Saks Fifth Avenue's support includes a $1 million donation to the Obama Foundation in support of the Girls Opportunity Alliance, a curated multi-vendor merchandise collection, holiday window displays at the Saks New York flagship, a Saks career shadowing opportunity for three young women from the Girls Opportunity Alliance community from Girls Inc., and a digital campaign featuring special content throughout the holiday season.

The Girls Opportunity Alliance seeks to empower adolescent girls around the world through education, allowing them to achieve their full potential and transform their families, communities and countries. 

"The holiday season is an important time for Saks to connect with our customers in a meaningful way through unique and memorable experiences," said Marc Metrick, CEO of Saks. 

"This year, we are proud to support the Girls Opportunity Alliance and to champion the program's mission to empower adolescent girls around the world through education. Our support of the Girls Opportunity Alliance is the perfect way to capture the joy of this time of year and we look forward to sharing this innovative, one-of-a-kind campaign with our customers across all Saks Fifth Avenue channels.”

The multi-vendor merchandise collection features products across all categories from participating designers such as Bond No. 9, Brandon Blackwood, Christopher John Rogers, Fear of God, and Jason Wu, among others.

Throughout the season, Saks will highlight special holiday content featuring the merchandise collection and background on the Girls Opportunity Alliance across its digital channels, while the career program will kick off during the 2021 holiday season, and continue with learning opportunities with multiple teams across the Saks business throughout 2022.

"This contribution to the Girls Opportunity Alliance will help these girls to reach their full potential—and that's especially important as the pandemic continues to threaten their education, which would set us all back in the years and decades ahead,” added Michelle Obama.” I'm excited to see the impact of this wonderful gift from Saks and how it can help support the work of the Girls Opportunity Alliance around the world."