I led the design of Saks OFF 5TH’s 2025 The Dress Event. The campaign highlighted standout occasion, work, and daytime dresses, built around the concepts of flow and perspective. We created layered collage compositions, pushing some models forward to emphasize detail while pulling others back to reveal full silhouettes. Where file size allowed, looping animations introduced a sense of movement, echoing the natural swing and fluidity of the dresses.
We kept the design clean and simple to let the product stand out. Typography was clear and branded, paired with a neutral palette of black, white, and grey. Photography captured playful movement in models and dresses, creating dynamic compositions when layered.
This campaign reached multiple digital touchpoints across SO5. It appeared as a hero on the desktop and mobile homepages, as well as in the native app. Additional placements included navigation bar touts and ingrids within shoppable product pages. We also created a series of emails to test customer shopping preferences—by brand, style, or size—while top and bottom email banners highlighted the event throughout our monthly sends.
Finally, we developed a range of paid media and organic social assets to promote the campaign and Saks OFF 5TH across multiple platforms. This included story, in-feed, and collection-sized assets, as well as Pinterest designs, all capturing the campaign’s essence in bite-sized moments. Many pieces echoed the compositions and flowing designs from the broader campaign, while video content was edited to highlight models’ movement, creating a playful, standalone social story.
