In 2023, we launched the theme Strength in Solidarity—spotlighting safe spaces and the power of community, with a focus on underserved and underrepresented groups. The campaign featured Asanni Armon, founder of For The Gworls, alongside diverse queer creators sharing what For The Gworls means to them—community, empowerment, and celebration through fashion. Visually, the Pride title logo and surrounding campaign graphics were rendered in Saks OFF 5TH’s brand fonts, paired with a joyful, inclusive palette of Pride flag colors carried across digital and in-store touchpoints. An exclusive capsule collection launched online and in select stores, with 100% of net proceeds (up to $50K) benefiting The Phluid Phoundation—a continued supporter of For The Gworls and other organizations uplifting LGBTQ+ communities. Internal activations and organic storytelling reinforced the brand’s role as both ally and advocate.
The success of this campaign was fueled by the creativity and passion of the full team—working together to craft impactful graphics, storytelling, and experiences that celebrated unity, safe spaces, and the strength we find in standing together.
The success of this campaign was fueled by the creativity and passion of the full team—working together to craft impactful graphics, storytelling, and experiences that celebrated unity, safe spaces, and the strength we find in standing together.
