Saks Fifth Avenue officially ushered in the holiday season on November 24, 2025, unveiling its storied light show and festive window displays in a dazzling transformation of Fifth Avenue. The annual spectacle—this year anchoring the retailer’s Holiday Your Way campaign—once again turned Midtown Manhattan into a radiant corridor of color, music, and imagination for locals and tourists alike.
For Saks Global Chief Marketing Officer Kristin Maa, the moment represents far more than a seasonal tradition. It’s a celebration of the brand’s place in New York’s cultural fabric. “The return of our holiday light show honors Saks Fifth Avenue’s legacy as a destination for extraordinary experiences that inspire connection,” she shared, emphasizing how the 2025 edition merges inventive design, technical innovation, and a multigenerational soundtrack. “Our team is proud to bring this moment to life… and to continue this cherished tradition that has long blended our creative essence with the merriment of the New York City holiday season.”
This year’s reimagined façade pushes the visual spectacle to new heights. The light show spans the building with an array of gleaming ornament structures—some nearly two stories tall—paired with mirrored surfaces, dynamic prisms, and movement-driven lighting that dances across the architecture. The accompanying soundtrack shifts from Paul McCartney’s “Wonderful Christmastime” to Rihanna’s “Diamonds,” building to a crescendo of celestial animations and a finale punctuated by fireworks timed to “New York Groove.”
Adding even more star power, Saks invited the Rockettes to take part in the launch event. Fresh from their annual Christmas Spectacular at Radio City, the dancers appeared in sparkling red “New York at Christmas” costumes, complete with custom “Saks”-branded hairpieces, performing signature routines—including the beloved kick line—before the official window reveal. In honor of the Rockettes’ 100th anniversary, Saks’ 49th Street windows highlight archival costumes and historic sketches from legends such as Vincente Minnelli and Bob Mackie.
The six central windows along Fifth Avenue each present a whimsical vision of the holidays in New York: an ornament-laden Enchanted Atrium; a confection-filled bakery of oversized Sweet Treats; a cab overflowing with gifts in Traveling Home; a lavish, theater-inspired Big Night; a frosted Central Park tableau titled Winter’s Dream; and an Advent Townhouse that reimagines classic Manhattan architecture through a festive, animated lens.
Along 49th and 50th Streets, fashion takes center stage. Brands including Tom Ford, Max Mara, Michael Kors, Fendi, Valentino, Aknvas, Prabal Gurung, Brandon Maxwell, Giorgio Armani, and Alexander McQueen each contribute looks that explore individual expressions of holiday style—a nod to the campaign’s message of celebrating personal traditions.
Mastercard marks its sixteenth consecutive year supporting the iconic display, which can be streamed beginning November 25 on Saks Live. The lights will continue to brighten Fifth Avenue nightly through January 4, 2026.