Saks Fifth Avenue Spring 2009 Contemporary catalog

The main theme of the Saks Fifth Avenue Spring 2009 Contemporary book was haute hippie style with a modern twist. The Senior Art Director shot it against white seamless and set each of the images against tie dye-inspired painted backgrounds.

My original handle for the catalog/in-store event was "Born to be Wild", but this had to change to "Worn to be Wild", since Steppenwolf has a copyright on the title. For the opening editorial spread I came up with the idea and re-wrote the first verse of the song "Age of Aquarius" from the musical Hair. This was a more creative approach than the standard headline and subhead format that generally appears in our catalogs.

Saks Fifth Avenue 10022-Shoe catalog

Since the Fall 2007 launch of 10022-SHOE, the creative direction had been very clear-cut from both the marketing and creative department higher ups. But for the Spring 2009 catalog I was challenged to come up with an innovative concept for the celebrated designer shoe floor.

To create a feeling of exclusivity I decided to begin the book with an editorial in the style of a confidential dossier file. I gathered examples online and worked with the designer to create the exact look and feel I had envisioned. And in keeping with our creative direction of value statements I gathered interesting facts about as many of the shoes as possible and added them throughout the book.