Saks Puts Its Own Fifth Avenue Address Front and Center This Holiday Season

Saks Fifth Avenue has made its Manhattan flagship the star of this year's holiday campaign. Rather than borrowing a backdrop, the retailer is casting the store itself as the setting, the way a great house might shoot a collection in its own salon. The tone is lighthearted, treating the hunt for presents as something closer to a game than a chore. The idea, as the retailer frames it, is that a visitor should feel they are turning up something unexpected around each corner. For New Yorkers, it is a reminder that the most photographed stretch of Fifth Avenue still belongs to the people who shop it, not just the people who walk past it.

With reporting from WWD.