Youth Rule Saks is a sublabel concept for Saks Fifth Avenue. This label was designed to empower young voices in hopes of redefining leadership for a vibrant future. The youth's potential, energy, and fresh perspectives are invaluable assets that deserve recognition and inclusion. Here, we aimed to foster intergenerational collaboration, and create a world where the youth are not just the minority, but active participants in shaping a better tomorrow.

An exploration of youth.

YRS explores how a luxury fashion brand can create a platform for young voices through a distinct visual identity and a campaign rooted in youthful expression. From the brand system and visual direction to styling and film production, every element was designed to communicate a sense of confidence, individuality, and uninhibited self-expression.