Saks Off 5th Turns Pride Focus Inward, Celebrates Associates

For this year’s Pride Month activation, Saks Off 5th is looking within.

In years past, Saks Off 5th has highlighted its external partners to celebrate Pride Month. Now the brand -- Saks’ more affordable sister brand to its flagship luxury department store chain, Saks 5th Avenue -- is turning the spotlight on its own associates.

“This year, as we continue our efforts to create an inclusive workplace where authenticity is celebrated, we wanted to recognize the incredible LGBTQIA+ community within Saks Off 5th,” Mara Sirhal, the company’s chief merchant and brand officer, said in a release. “We wouldn’t be who we are without these associates.”

Running on the brand’s website and social channels, the campaign features brand associates sharing their stories in their own words – alongside visual content from a campaign photo shoot or, for those unable to attend the photo shoot, created at home using guidelines from the brand's creative team.



Participating associates answered a series of questions about their personal experiences, and the LGBQTIA+ community at Saks Off 5th.

 “When I was younger, being part of the LGBTQIA+ Community was not a large part of my identity,” Claire Allen, area asset protection manager said in response to one such prompt.

 “It became clear to me, when my wife and I grew our family and I gave birth to our first daughter, that no matter how I see myself, the very existence of my family will be considered ‘other’ to the majority of the world,” she added.  “I am here 20 years later, out and proud to define and celebrate some of the most important aspects of my identity: cis queer, mother of two beautiful daughters, and wife to an amazing lesbian woman.”

In addition, for the fourth consecutive year Saks Off 5th continued its support of the Phluid Phoundation -- a community-based group focused on uplifting “the most at risk of the LGBTQIA  community” through support of trans-led organizations and homeless queer youth, with a donation of $50,000.


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