Saks Fifth Avenue Launches Mental Health Awareness Month Campaign Featuring Emily DiDonato

The initiative, tied to Mother's Day, will raise funds to support the Saks Fifth Avenue Foundation's mission to make mental health a priority in every community

NEW YORK, April 29, 2025 /PRNewswire/ -- This May, Saks Fifth Avenue is spotlighting the importance of mental wellbeing with a special focus on mothers, recognizing the unique challenges they face and the vital role mental health plays in motherhood. The Saks Global luxury retailer's annual Mental Health Awareness Month campaign features model, mother and content creator Emily DiDonato, who partnered with Saks to create custom content highlighting her personal tips on prioritizing mental health and how, as a mom, she makes time to invest in her wellbeing. Additionally, now through May 11, Saks will donate 10% of the purchase price from sales on Saks.com to support the Saks Fifth Avenue Foundation's mental health initiatives, with a maximum donation of $50,000.

"At Saks Fifth Avenue, we recognize mental health is a fundamental part of overall wellbeing, and we are dedicated to championing greater awareness and dialogue surrounding this important issue," said Kristin Maa, Chief Marketing Officer, Saks Global. "Through this campaign, we're pleased to offer our customers an opportunity to support the Saks Fifth Avenue Foundation's mission to elevate mental health as a priority in every community, while underscoring the importance of mental wellness for mothers during this special time of year."

INFLUENCER PARTNERSHIP
Saks is proud to collaborate with Saks Social Club member, Emily DiDonato, for this year's Mental Health Awareness Month campaign. Throughout May, custom content featuring DiDonato will be featured across Saks-owned digital platforms, where she candidly shares her personal journey navigating mental health, motherhood and overall wellbeing. Emphasizing the power of authenticity, she reflects on how dressing in a way that feels true to herself helps her feel confident and capable in every aspect of life. To further amplify the campaign's reach, DiDonato will also host a special virtual event on Saks' digital events and live commerce platform, Saks Live, on Thursday, May 1.

"Mental health is a topic we should all feel comfortable talking about, yet so many people still struggle in silence," said Emily DiDonato. "As a mother, I've come to understand how essential it is to care for my own wellbeing – not only for myself, but for the people who depend on me. I'm honored to partner with Saks Fifth Avenue to help drive this important dialogue and support meaningful initiatives that are making a real difference in people's lives."

SAKS FIFTH AVENUE FOUNDATION
In addition to the 10% donation from Saks.com sales during the campaign, customers can further their support by shopping the Saks Fifth Avenue branded merchandise collection at saks.com/mentalhealth, which donates at least 50% of the purchase price from each item to the Foundation year-round.

As part of its ongoing commitment to supporting local communities, the Saks Fifth Avenue Foundation is renewing its local grant program for the fourth consecutive year. Through this initiative, $250,000 is distributed to community-based organizations across the country, helping to provide direct access to mental health care in local communities. Organizations can apply for the local grant program by visiting saks.com/saksfoundation, or reach out to [email protected] for more information. 

Since 2017, Saks Fifth Avenue and the Saks Fifth Avenue Foundation have donated more than $8 million to U.S. mental health initiatives and have reached more than 13 million individuals with messages that combat the shame and stigma surrounding mental health struggles. The Foundation's primary mental health nonprofit partners include: Bring Change to Mind, Columbia University Department of Psychiatry, Girls Inc. and The Trevor Project.

ASSETS
Click here to access campaign assets (Courtesy of Saks Fifth Avenue)

ABOUT THE SAKS FIFTH AVENUE FOUNDATION
The Saks Fifth Avenue Foundation is the charitable arm of Saks Fifth Avenue. The Foundation is committed to making mental health a priority in every community, especially those where support is most needed, by increasing understanding, improving access to care, building protective factors and reaching communities that are uniquely affected by mental health issues. For more information about the Foundation, visit saks.com/saksfoundation.

ABOUT SAKS FIFTH AVENUE
Saks Fifth Avenue is the leading name in luxury shopping. Since 1924, the brand has maintained a reputation for delivering an expertly curated assortment of fashion and highly personalized service. The Saks Fifth Avenue experience offers seamless all-channel shopping through an elevated digital platform and in-person services provided by an extraordinary network of 37 Saks Fifth Avenue stores across North America.

Shop on Saks.com and the Saks app, or visit Saks.com to find a Saks Fifth Avenue store location near you. Follow @saks on Instagram, TikTok and Facebook and @Saks Fifth Avenue on LinkedIn.

ABOUT SAKS GLOBAL
Saks Global is a combination of world-class luxury retailers, including Neiman Marcus, Bergdorf Goodman, Saks Fifth Avenue and Saks OFF 5TH, as well as a portfolio of prime U.S. real estate holdings and investments. Saks Global is deeply committed to helping luxury consumers discover the most sought-after established and emerging brands from around the world. Powered by data-driven technology and centered on the customer, Saks Global is on a mission to redefine the luxury shopping experience through highly personalized service, with greater opportunities for product discovery across all channels.

Contact: [email protected]

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SOURCE Saks