Reed Krakoff Interview for Saks

For the launch of designer Reed Krakoff's namesake collection at Saks Fifth Avenue, we devoted two September catalog spreads to him. It was my task to come up with the concept for this section in conjunction with the Art Director. I decided to interview him for the piece and in doing so was intrigued by the child's chair that is seen all over his showroom. After speaking with Krakoff about his inspiration for the design, the connection between this piece and his fashion aesthetic became undeniable. I chose to use that as the angle for the editorial and collaborated with the Art Director to get one of these chairs for the shoot. Here is the completed September catalog section.

"I'm Going To Saks" Fall 2010 campaign

For the Fall 2010 season, Saks Fifth Avenue unveiled its tongue-and-cheek "I'm Going To Saks" campaign. The concept is based around transportation imagery, a graphic arrow treatment and witty explanations for why someone would go to Saks. I was challenged to figure out the format and produce creative copy for all supporting advertising and marketing pieces. This included newspaper and magazine ads, catalogs, various direct mail pieces, in-store signage and even outdoor media (see the Sweet Truck that sat outside our flagship store during Fashion's Night Out 2010). Here are some examples of how I created a consistent voice across different platforms.

Saks Fifth Avenue February 2010 Contemporary catalog

For Spring 2010, Saks Fifth Avenue launched a copy-driven ad campaign called "Think About". Based on Diana Vreeland's witty Harper’s Bazaar column titled “Why Don’t You ... ”, our campaign focused on suggestions of whimsical yet actionable things that our customers can do. These lighthearted ideas encompass style, lifestyle and highlight what makes Saks such a unique place to shop.

One of the first books that implemented this new campaign was the February Contemporary catalog, which I wrote. Here are some clips from that catalog.

New York Times article: Saks Fifth Avenue's 'Think About...' campaign

For Spring 2010, Saks Fifth Avenue decided to create a whimsical copy-driven campaign based on Diana Vreeland's Depression-era column in Harper’s Bazaar magazine called “Why Don’t You ... ”.

The following link is a New York Times article describing this campaign. The catalog example shown is an except for the March 2010 Contemporary book which I wrote.

Click here to view the New York Times article