The Spring 2022 campaign was the first expression of Saks OFF 5TH’s new brand identity—a bold awareness moment designed to introduce the repositioned brand to a younger, fashion-forward audience. Set beneath expansive skies, it celebrated individuality through inclusive casting, expressive photography, and high/low styling, bringing the new platform—Where Fashion Takes OFF—to life.
The launch also introduced the “OFF” language, weaving playful repetition into copy and visuals. Rolled out as a 360° campaign across video, paid media, OOH, in-store, direct mail, digital, and social, it set a fresh tonal and visual benchmark for future seasons.
Through close collaboration across the brand creative team, the campaign translated the freshness and optimism of spring into a cohesive seasonal story—uniting design, photography, and copy to capture the spirit of renewal.
The launch also introduced the “OFF” language, weaving playful repetition into copy and visuals. Rolled out as a 360° campaign across video, paid media, OOH, in-store, direct mail, digital, and social, it set a fresh tonal and visual benchmark for future seasons.
Through close collaboration across the brand creative team, the campaign translated the freshness and optimism of spring into a cohesive seasonal story—uniting design, photography, and copy to capture the spirit of renewal.
