In 2021, we launched our inaugural Pride campaign with a genderfluid capsule
collection, donating 100% of net proceeds (up to $100K) to The Phluid Phoundation.
The campaign celebrated authenticity and individuality, featuring a cast of bold
and diverse performers from across the LGBTQ+ spectrum who shared personal stories
of identity and style. The Pride logo was integrated into a wider suite of campaign
graphics, blending Saks OFF 5TH brand typefaces with a vibrant, celebratory mix of
Pride flag colors to create a unifying look across all touchpoints. The fully integrated
omni-channel campaign established Pride as a lasting, values-driven tradition for
the brand—one rooted in visibility, inclusion, and self-expression.

Our inaugural Pride campaign was shaped by the collective talent and dedication
of the creative team, whose designs, storytelling, and attention to detail honored
bold voices and set the stage for an enduring tradition of representation and advocacy.