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Saks Evolves Saks Social Club, Focusing on Mental Health and Art Initiatives

Saks has expanded its brand ambassador program, Saks Social Club, and is using members to raise awareness for cultural and social issues.
Photo credit: Instagram // @Saks

Saks has expanded its brand ambassador program, Saks Social Club, and is leveraging its members to boost awareness of mental health issues and support public art projects. The Club features a diverse group of pop culture icons, sports stars and supermodels as well as influential figures in business and activism, and its newest additions include model Chanel Iman and socialite-turned-pop culture icon and 11:11 Media CEO Paris Hilton. Additionally, basketball player Shareef O’Neal is the newest member of The Saks Man, which is the men’s contingent of the ambassador program.

Saks Social Club has helped bolster the luxury ecommerce retailer’s marketing initiatives, with members starring in its campaigns, creating custom content for Saks digital channels and supporting virtual and in-person events. The program, which has doubled in size since it started in 2020, helps “connect Saks and its customers to new communities, opportunities and charitable causes,” according to a company statement.

Connecting to Local Communities

Members are based in key fashion markets such as New York and Los Angeles, as well as emerging and adjacent markets like Dallas, Miami, California’s Napa Valley, New Jersey and Washington, D.C.

In a statement, Emily Essner, Chief Marketing Officer at Saks, noted that the retailer is “committed to building meaningful relationships with the full continuum of luxury consumers. That’s why we created Saks Social Club – to cultivate a network of influential individuals who not only amplify the Saks lifestyle within their respective communities but also serve as a source of inspiration to our customers across our platforms. We are excited to continue expanding this program and collaborating with our brand ambassadors in impactful ways as part of Saks’ long-term marketing strategy.”

Earlier this month, Saks launched its Mental Health Awareness Month campaign featuring Saks Social Club member and behavioral scientist Dr. Deepika Chopra. Additionally, the retailer partnered with Saks Social Club member Casey Fremont, Executive Director of the Art Production Fund, to host APF’s annual gala in March 2024, which raised over $850,000 to support the production of public art projects.

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