Saks Celebrates Hispanic Heritage Month in New Campaign

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In honor of Hispanic Heritage Month (September 15 to October 15), Saks has teamed up with three inspiring leaders from Hispanic and Latinx American communities for a celebratory campaign.

The luxury retailer tapped Madrid-born fashion designer Alejandra Alonso Rojas, Mexican-American professional soccer player Sofia Huerta, and Black American Dominican filmmaker Djali Brown-Cepeda for the campaign, which also spotlights apparel from Hispanic and Latinx designers available to purchase on Saks.com. Among the designer labels that are featured on the site include Proenza Schouler, Oscar de la Renta, Demarson, Aquazzura, and Manolo Blahnik, as well as pieces from Alonso Rojas' eponymous brand, which launched in 2016.

Kicking off the campaign on Wednesday, Huerto—who currently plays for the US National Team, as well as the OL Reign based in Seattle—hosted a virtual event on Saks Live and discussed her Mexican heritage and how it has played a significant role in her soccer career.

Alonso Rojas and Brown-Cepeda, along with Huerta, also took part in a special Q&A for The Edit, Saks's editorial hub for fashion news and style inspiration, where all three stars opened up about their respective roots and touched upon the importance of Hispanic and Latinx representation in fashion and media.

“I grew up in Madrid, Spain surrounded by my country’s culture," Alonso Rojas said of how her background influenced her career. "When I first started my brand, my inspiration came from my memories and my family. Every color I use, the fabrics and trims are taken from these memories. When I’m creating a color shade, I can’t quite remember where the influence comes from, but then I’ll come home to Madrid or Menorca and find a field of flowers in the exact shade in my mind.”

Brown-Cepeda, who runs Nuevayorkinos—a digital archival project dedicated to documenting and preserving NYC’s Latin and Caribbean culture—said: "I value everything about my people and our cultures. The music, the food, the way we dress, our idioms, languages, slang, dances, the ways we’ve kept our Blackness and Indigeneity alive. The way we hold down our families and communities. The way we have historically fought for the betterment of our people across this country, from the Chicano Movement to the Young Lords. The ways in which we have and continue to combat stereotypes and marginalization, from politics to art. The way we love—all of it is special.”

As for Huerta, she noted: "Being Mexican American has influenced my life and career in that I feel motivated to be an advocate for an underrepresented group. It has given me the determination to work that much harder to show it can be done."

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