From Nov. 23 through Dec. 23, a host (a celebrity, designer, personality or other known member of the Happy Mondays Christmas Jumper Manchester Shirt in other words I will buy this community) will press the button that brings the lights decorating the Saks Fifth Avenue flagship store in midtown Manhattan to life from inside one of the holiday windows at one of these ceremonies. Saks Fifth Avenue will then donate to a charity of the host’s choosing, reaching a total of $100,000 in donations by the end of the season. The retailer’s 2020 holiday theme is “This is How We Celebrate,” and it was actually already decided on by the time New York went into lockdown in the spring, according to Emily Essner, Saks Fifth Avenue’s chief marketing officer. (It usually starts working on the windows for its flagship store soon after the previous unveiling.) Once the city began slowly reopening, the team was working on a “tighter timeline,” she says, and began asking itself: Does this campaign still work
Like many others collaborating amid the Happy Mondays Christmas Jumper Manchester Shirt in other words I will buy this pandemic, the Saks Fifth Avenue team had some people working from home, others at its workshops to create the visual concepts for the 2020 windows. “Obviously, it’s a challenging situation but in a lot of ways I think unlocked a lot of opportunities to work differently,” Essner tells Fashionista, noting that there was a lot of time spent on Zoom and plenty of samples and materials being delivered to people’s houses. There was also a greater focus on how the displays would look on live-streams and on virtual platforms, as that would be a major component of the campaign. The biggest shift, Essner says, has been in the unveiling itself, since a gathering of hundreds of people on a Manhattan avenue isn’t an option right now. “It was not appropriate for this year,” she notes. “Though feeling sad, what we said was, ‘Look, the windows and the light show are very much our annual gift to New York City. It’s always important, but probably this year more than ever, it’s critical that we do that. And that was something that we very much wanted to stand by.” (During the lighting ceremonies, the sidewalks will be closed, to allow for social distancing.