Saks, Kendra Scott and Reformation are Glossy Fashion and Luxury Awards winners in 2024

Saks won Best Collaboration by elevating its iconic holiday season with a first-ever collaboration with Dior, merging luxury fashion with immersive holiday magic. The partnership brought Dior’s “Carousel of Dreams” to Saks’ New York flagship through a stunning light show, elaborate holiday windows and a special event featuring Dior Ambassador Jennifer Lawrence and the Martha Graham Dance Company. The collaboration also launched an exclusive World of Dior shopping experience on Saks.com, drawing 1.6 million visits and increasing foot traffic by 15% year-over-year. With nearly 300,000 LED lights and online demand surpassing expectations, the partnership set a new standard for luxury brand collaborations.

For Best Experiential Marketing Activation, Kendra Scott’s “Hey, Elisa! An Icon Goes on Tour” campaign secured the win by bringing its iconic Elisa necklace directly to Gen-Z students across college campuses. The jewelry brand combined experiential and digital engagement by launching the tour with its first augmented reality feature, showcasing the necklace suspended from the Scottish Rite dormitory at the University of Texas. Each campus activation featured experiences like interactive AR and exclusive pop-ups, drawing hundreds of eager students. With over six million video views and a 162% increase in social followers, the campaign resonated deeply, converting 40% of participants into new customers, reinforcing Kendra Scott’s leadership in experiential marketing.

Reformation’s “You’ve Got the Power” campaign made waves by blending fashion with activism ahead of a pivotal election year, claiming the Best Brand Marketing Campaign award. Partnering with activist Monica Lewinsky, Reformation urged audiences, particularly Gen Z, to embrace their influence at the polls. With Vote.org, the pair provided an online hub for voting information, supporting it with the release of a campaign sweatshirt whose sales went entirely to the nonprofit. The campaign achieved a 40% spike in brand searches, two million impressions and viral engagement on TikTok, spotlighting Lewinsky as a cultural icon while underscoring Reformation’s commitment to style with purpose.

Explore all the 2024 Glossy Fashion and Luxury winners below. 

Best Brand Marketing Campaign – NEW
Reformation’s “You’ve Got the Power” Campaign

Best Breakthrough Product Innovation
HOKA – Skyward X Launch

Best Category Launch – NEW
EBY, high-performance intimate apparel leader

Best Collaboration
Saks Holiday Campaign: Dior’s Carousel of Dreams at Saks

Best E-Commerce Experience
MACHETE Website Redesign

Best Experiential Marketing Activation
Kendra Scott – “Hey, Elisa! An Icon Goes on Tour” Campaign

Best Fashion Marketplace
In-Seam: private platform for personal shoppers and stylists

Best In-Store Experience
Primark’s Unmatched In-Store Shopping Experience

Best Launch Campaign
SKIMS Mens Launch Campaign

Best Resale Business
Vestiaire Collective – Best Resale Business

Best Use of Technology
A Personalized Experience: Tapestry’s Tech-Powered Approach

Best Use of Video
Billion Dollar Boy x LVMH x Meta: Loewe Squeeze Bag Launch

Fashion Brand of the Year
Inside Denim Icon True Religion’s Record-Breaking Glow Up

Fashion Retailer of the Year
WHEAT

Founder of the Year
Joanna Griffiths, Founder and President of Knix

Inclusive Brand of the Year
Knix

Luxury Brand of the Year – NEW
Angara Jewelry – Affordable Luxury Brand

Store Opening of the Year – NEW
Jordan World of Flight Beijing Grand Opening

Sustainable Brand of the Year
Everlane

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