Dior cuts the ribbon on Saks Fifth Avenue takeover

Dior cuts the ribbon on Saks Fifth Avenue takeover

THE WHAT? Saks and Dior have cut the ribbon on their collaborative holiday campaign with the launch of an exclusive World of Dior digital pop-up on Saks.com and the unveiling of the department store’s New York flagship’s 10-storey-high light show.

THE DETAILS Dior Ambassador Jennifer Lawrence attended the launch event and the brand has created a series of exclusive products to mark the occasion, with classic designs such as the Saddle bag recreated in a toile de Jouy print.

THE WHY? Rumors have been circulating that the department store could not afford to stage its light show this year without Dior’s help but the official line, courtesy of Marc Metrick, CEO of Saks, is, “This exciting collaboration is a testament to the power of the Saks Fifth Avenue brand and the strength of our partnerships with the world’s leading luxury fashion houses. For decades we have presented our holiday windows and light show as our gift to New York City, and this year we are honored to do so in partnership with Dior to further elevate the unique and inspiring experience we deliver to our customers. We look forward to welcoming our customers to the magical World of Dior across the Saks Fifth Avenue ecosystem this holiday season.”