Saks Fifth Avenue unveiled 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 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 of 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.”
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 of 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.”
