How a department store sells a dream

When a high-end department store like Saks Fifth Avenue embarks on a campaign, it’s rarely about showcasing what’s on offer for your everyday wardrobe. Rather it’s about selling a dream. It’s about skimming off the cream of the crop – not only the best from each designer but the best of each current trend. The campaign then works them into a narrative that could be a daydream, or could be real life. You could be Eniko Mihalik, out sailing on a crystal blue sea, donning nautical stripes or summery pastel pleats, or Lanvin’s billowing red gown. Because this Alexander Neumann-photogrpahed campaign does exactly what Saks Fifth Avenue intended for it to do: it takes you away.

eniko mihalik saks fifth avenue mexico

Click the thumbnails for full pictures:
Eniko Mihalik: Saks Fifth Avenue Mexico
Eniko Mihalik: Saks Fifth Avenue Mexico
Eniko Mihalik: Saks Fifth Avenue Mexico
Eniko Mihalik: Saks Fifth Avenue Mexico
Eniko Mihalik: Saks Fifth Avenue Mexico
Eniko Mihalik: Saks Fifth Avenue Mexico
Eniko Mihalik: Saks Fifth Avenue Mexico
Eniko Mihalik: Saks Fifth Avenue Mexico
Eniko Mihalik: Saks Fifth Avenue Mexico
Eniko Mihalik: Saks Fifth Avenue Mexico

Click on the thumbnails for more of the Eniko Mihalik helmed nautical adventure for Saks Fifth Avenue Mexico.

Share some style:

Want to keep up with fashion?

Once a week, we send out an update with the latest fashion trends, styles and collections.
Get yours direct in your inbox and keep ahead of fashion.

Our newsletter is spam free and your email address will never be shared or sold.
Author

Written by .

Some people's wardrobes are about a small selection of pieces that all fit within one aesthetic - Tania Braukamper isn't such a person. With a wardrobe that spans three different rooms, her approach to fashion is a mixture of current-season key pieces mixed with vintage finds she's sourced on innumerous shopping trips around the world's more cultured capitals. Despite a disparate approach to shopping, Tania is adamant that the key to mixing vintage with new season is to stick to key looks and colours that work for oneself. And it's a theory that she works into her writing for Fashionising.com, where she serves as the publication's Editor.