What do Paris Hilton, model Chanel Iman, basketball player Shareef O’Neal, and Time Woman of the Year 2022 slash astronaut Amanda Nyguen have in common? Along with a slew of other media-buzzy personalities, they are all a part of the Saks Social Club, which, since launching in 2020, has capitalized on its tony and influential clients and collaborators for engaging the lion’s share of Saks’ customers.

The program harkens back to an era before the social media era that plucked stylish ‘friends of the brand’ and combined it with today’s favorite influence platform du jour, social media, for a combo that strikes a positive chord in today’s climate of authenticity and trusted voices. As the program has expanded for 2024, FashionNetwork.com interviewed Mariel Sholem, Saks VP of Client Engagement, on how these top trend makers, which range from household names to individuals in smaller communities, emanate the Saks brand.

According to Sholem, when the club started four years ago, there were 35 notable women. “As part of our expansion strategy for the club and Saks’ continued focus on our men’s business, we launched a men’s contingent of the program called The Saks Man in 2023,” Sholem said in an email, adding, “It now includes more than 80 women and men who are highly recognized as tastemakers and cultural icons within their communities.”

Once in-person events opened again, the Saks Social Club was able to tap into some of the passions of its members as they are first up to participate in campaigns, events, social media collaborations, and charitable partnerships. Case in point: earlier this month, Saks launched its Mental Health Awareness Month campaign featuring Saks Social Club member Dr. Deepika Chopra, a celebrated behavioral scientist widely known as The Optimism Doctor.

“Dr. Deepika Chopra is featured in Saks’ Mental Health Awareness Month campaign. We worked with her to create custom content featuring her tactics and tools to help build positive mental health that will appear across our digital platforms throughout May. The doctor also hosted a virtual event on Saks Live and an in-person event at Saks Fifth Avenue’s new West Coast flagship in Beverly Hills in support of the Saks Fifth Avenue Foundation,” Sholem continued, adding it was a perfect example of a partnership and campaign relevant to both Saks and its members audiences.
 
In March, Saks partnered with Saks Social Club member Casey Fremont, executive director of the Art Production Fund, to host APF’s annual gala for the third year in a row, which raised over $850,000 in support of the organization’s mission to produce ambitious public art projects.
 
Beyond philanthropic events, charitable initiatives, and other nonprofit organizations, tie-ups also include unique experiences relevant to members’ unique lifestyles. “We’ve hosted everything from book launch parties, summer soirées in the Hamptons, weekend getaways to incredible destinations like Aspen, and more for our members. Our ambassadors also receive invites to exclusive events held in partnership with Saks’ designer partners on an ongoing basis,” Sholem noted.

Getting chosen to participate in the program is based on a unique voice, social involvement, personal networks, and more. “We are focused on building a diverse community of inspiring individuals from many industries who are reflective of the Saks brand and possess a strong ability to connect with their respective communities,” Sholem added.
 
Other members include Saturday Night Live cast member actress and comedian Chloe Fineman; fashion expert Ashley Avignone; philanthropist and fashion model Flaviana Matata; actress, trans supermodel, and activist Leyna Bloom; philanthropist Lili Buffett; founder of U Beauty Tina Craig; content creator and creative consultant Serena Goh among others. New 2024 members include actress and filmmaker Francesca Scorsese; sisters and influencers Natalie and Dylana Suarez; model Emily DiDonato model and healthcare advocate SouKeyna Diouf.

The men’s program, which launched in 2023, includes New England Patriots defensive lineman Davon Godchaux; athlete stylist and designer Dex Robinson; rapper and singer Future; New York Giants star Kayvon Thibodeaux; transgender model, singer and actor Laith Ashley; and filmmaker, musician and actor Robert Schwartzman.

Saks Social Club members are concentrated in the vital fashion markets of New York and Los Angeles. Still, the program also includes ambassadors who reside in Dallas, Miami, Napa Valley, New Jersey, and Washington, D.C.
 

The members also host virtual segments on Saks digital events and Saks Live, a 2024 chic version of a home shopping network. For example, shopping picks dubbed ‘game day’ picks, ‘gifts for guys with everything,’ ‘wellness essentials,’ and ‘self-care’ gear have been focused for the segments.

“This gives viewers a behind-the-scenes look at their worlds and spotlights topics and products they are passionate about. Creating content that highlights their passions also lends inspiration to our customers.”

Next, the retailer will host a dinner celebrating both old and new members of New York City as part of the official public announcement.

“Kayvon Thibodeaux and Ashley Avignone will give a behind-the-scenes look at the party in a virtual event on Saks Live – caviar martinis included!” Sholem enthused, adding, “We’re focused on building meaningful relationships with our customers, wherever they are, and using our position as an authority in luxury to serve as a continual source of inspiration.”