Saks: Saks Holiday 24

Oct 2024

Saks introduces its Holiday 24 campaign, a multi-faceted exploration of seasonal glamour and high-fashion tailoring. Captured by photographer Dan Li, the project balances clean, studio-based editorial portraits with narrative, warmth-filled scenes of holiday gatherings. The visual language shifts between monochromatic color studies and polished, festive environments, showcasing a diverse cast that includes Tyson Beckford, Chinchin Hsu, Fernanda Ly, Mahany Pery, Malaika Holmén, Pyper America Smith, Richard Biedul, and TJ Moore. Throughout the series, Li employs techniques including analogue film, chiaroscuro lighting, and soft natural light to emphasize the tactile quality of the collection’s luxury fabrics—ranging from heavy velvets and tweed to metallic fringe and detailed graphic knits. The campaign oscillates from minimalist, solid-backdrop portraits to layered interior narratives, successfully blending high-end sartorial precision with a spirited, celebratory atmosphere.

Vertical, Editorial, Warm

Natural light

Advertising Campaign