By  on August 17, 2018

New York City real estate doesn’t get more prime than Fifth Avenue between 49th and 50th streets. The East Side stretch belongs to Saks Fifth Avenue, which is using its flagship to make a major statement in support of American fashion beginning today. For two weeks, the department store is filling all of its windows with American brands showing during New York Fashion Week in September.

Timed to the lead up to NYFW, the window concept is meant as a pep rally of homegrown fashion during a moment when American designers could use a boost. “The whole state of American fashion is going through a change,” said Roopal Patel, Saks’ senior vice president and fashion director. “For the last few seasons, there’s been a lot discussion, a lot of conversation about the calendar, and New York Fashion Week, and what American fashion means today. We felt it was a really important moment to celebrate American fashion and creativity.”

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