U.S. retailer Saks is teaming up with a fellow cultural force.
To commemorate the 50th anniversary of NBCUniversal’s “Saturday Night Live,” the department store is launching a series of activations. Beginning Jan. 7, exclusive merchandise inspired by the television program will be available online alongside editorial content and videos celebrating the sketch comedy show, with pop-ups at select Saks Fifth Avenue locations and a window display at its New York flagship due later this month.
“We are excited to partner with ‘Saturday Night Live,’ bringing together two iconic brands that have shaped culture and delighted our respective audiences for decades,” said Emily Essner, president and chief commercial officer at Saks Global, in a statement.
“Through this collaboration, we will create experiences that resonate with our customers and honor the dynamic spirit of New York City, while spotlighting Saks Fifth Avenue's unparalleled world of luxury and style alongside ‘SNL’s’ cutting edge comedy and cultural commentary.”
Comedic relief
Saks and “Saturday Night Live” share history; for one, Saks’ Midtown Manhattan flagship faces 30 Rockefeller Plaza, where the show has been shot within the building's largest studio space, Studio 8H, since 1975.
Members of the show’s cast including American actors and comedians Bowen Yang and Chloe Fineman also double as representatives of the Saks Social Club, its invite-only brand ambassador network (see story). The retailer and its broadcast partner are now adding one more link to their longstanding relationship with the anniversary rollout.
Exclusive items are live on a dedicated homepage: the design of a limited-edition version of Le Labo's signature Santal 26 candle presents a spin on the series’ famed opening line, reading “Live from New York, it's Santal 26!”
Select ready-to-wear styles from Los Angeles-based clothing brand Favorite Daughter display archival imagery from the last five decades of the show.
Digital content mirrors the motifs featured on capsule pieces, walking audiences through the making of “Spartan Cheerleaders,” “Debbie Downer,” “Weekend Update” and other famous sketches from seasons' past.
A 50th anniversary “SNL” special will premiere on Feb. 16, 2025. Image courtesy of Saks/Le Labo Fragrances
Surrounded by 50th anniversary signage, the “SNL”-themed goods will be available at upcoming pop-ups. At the Saks flagship in New York, a temporary shop will reach the fifth floor on Jan. 10, remaining open through Feb. 10.
A second pop-up is soon to arrive on the main level of Saks’ Wilshire Boulevard women’s store in Beverly Hills from Jan. 23 to Feb. 24.
“Partnering with Saks Fifth Avenue for ‘Saturday Night Live’s’ 50th anniversary is an incredible way to honor the cultural impact of the show over the past five decades,” said Tom Broecker, a producer and costume designer for “Saturday Night Live,” in a statement.
“Fashion is paramount for us to bring our characters to life and resonate so strongly with our viewers,” Mr. Broecker said. “We're so thrilled to collaborate with Saks to highlight the intersection of costume design and storytelling, and to further celebrate the show's legacy.”
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