Empire x Saks Fifth Avenue
Fashion Director
Objective
Partner with Fox on the Season 2 launch of Empire to tap into cultural relevance. Develop an integrated campaign reaching an audience Saks had never engaged with before. Generate buzz and attract a new customer base.
Actions
Produced a multi-platform partnership for women's and men's departments including Empire-themed windows at NY and Beverly Hills flagship stores. Featured Empire on the cover and inside the Saks Fall magalog, saks.com, and social channels. Ran a 'How to Build an Empire' contest with a behind-the-scenes tour prize. Curated product reflecting Empire's aesthetic. Hosted a VIP cast party with a step-and-repeat red carpet along 5th Avenue.
Results
Mass fanfare along 5th Avenue as crowds cheered for the cast. Generated excitement online and in-store. Grew Saks's customer base with new loyal shoppers. Received positive press across all media platforms.
