The inspiration behind the new Saks Fifth Avenue spring catalogs and overall campaign can't be found on the newsstand, over the airwaves, or at the box office.

Instead, it's a woman who wore rouge on her ears, inspired Jackie O, and was once described as an "authoritative crane."

Terron Schaefer, Saks Fifth Avenue group senior vice president for creative and marketing, tells StyleList his muse was Diana Vreeland, a fashion magazine editor who splashed into New York just before World War II.

Starting in 1937, Vreeland wrote a notorious column for Harper's Bazaar called "Why Don't You." Her style suggestions were free-spirited, imaginative, and sometimes outright loopy.

Schaefer felt that Vreeland's irrepressible optimism and creativity were a perfect fit for his company.

"I have always been enchanted by Vreeland's sense of whimsy and her passionate belief in fashion," he explains. "Something about her grand advice and large spirit felt very Saks Fifth Avenue."

The creative team then channeled Vreeland for its new theme, "Think About." In the series of spring catalogs out this month, lighthearted suggestions sprinkle the pages.

Some ideas focus on current trends, such as, "Think about tailored shorts -- you can climb the corporate ladder or go down the playground slide."

Others nudge you toward Saks's strong suits, like, "Think about insisting on something no one else owns (one-third of this book is exclusively ours)."

Throughout, the tone is chatty and approachable.

The theme also made its way onto the catalog covers in a fresh, eye-catching way. Each cover silhouettes a letter with a black-and-white illustration signaling the catalog's subject.

For instance, the beauty catalog bristles with lipsticks, while the contemporary women's-wear mailing is covered with jeans. Together, the various covers spell out "Think About."

The women's ready-to-wear catalog ("T") highlights several new lines exclusive to Saks. One of the most anticipated debuts is Z Spoke by Zac Posen, a more affordable line from the luxury designer.

The colors (mustard, kelly green, fruit-punch red) and sporty silhouettes (cropped pants, hip-length cardigans) suggest a hipster-preppy love match.

Among the women's looks, a handful of trends come to the fore. "We love asymmetry, the ease of a shirtdress, the modernity of long-strap bags, and the playfulness of the sandal bootie," notes Schaefer.

But most important of all, he stresses, is the ability to adapt a trend to your personal taste -- and to have fun doing it. Vreeland would surely whoop with approval.



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