Behind-the-Scenes of a Beautiful DMO Collaboration: Q&A with Lauren Cleland at Visit Savannah

“Our logo is hanging in Saks stores around the U.S.”

What, Lauren? That’s amazing!

Here’s part of Lauren’s post on LinkedIn that caught our eye…and everybody else’s, too.

“The Visit Savannah × LoveShackFancy capsule collection is on the sales floor right now — with our Savannah logo beside LoveShackFancy’s on the hangtags and our custom pattern names on the SKUs. Seeing that in person at Saks Fifth Avenue was surreal. Last night, we hosted esteemed NYC media voices for a dinner designed to tell Savannah’s story and highlight the collection — with linens in our custom patterns, hand-drawn portraits of each guest on a watercolor Savannah background, candlelight, flowers, and models wearing the pieces.”

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TourismIQ caught up with Lauren Cleland, Vice President of Strategic Marketing at Visit Savannah, to find out more about the destination’s exclusive three-way collaboration with the high profile retailer Saks Fifth Avenue and trendy fashion brand LoveShackFancy.

Inspired by the beauty, charm, and timeless style of Savannah, the capsule collection is perfectly suited to exploring Savannah, the “dress-tination.”

 

***  TourismIQ and Lauren Cleland  ***

Q: How did you get the idea that Visit Savannah could create a partnership around fashion?

A: Savannah has always been a city of style—our architecture, gardens, and culture are all about beauty, detail, and expression. To me, fashion was a natural extension of that story. I firmly believe that surprise isn’t a gimmick, it’s a strategy. You’ll never be remembered for doing what everyone else is doing. So instead of another standard campaign, I asked myself—how could we disrupt the space in a way that was bold, fresh, and completely unexpected? Fashion gave us the perfect stage.

Q: Was there an “Aha moment”?

A: I love an unexpected partnership between brands. Last November, when Wicked was taking over stores with collaborations across every vertical, it inspired me to ask: what brand would be Savannah’s dream partner? LoveShackFancy immediately came to mind. When I think of Savannah, I think romance, whimsy, and dreaminess—three qualities that LoveShackFancy embodies so naturally. It felt like a partnership that was destined to happen.

Q: Which came first, Saks Fifth Avenue or LoveShackFancy?

A: Honestly—simultaneous. I went a little old-fashioned and tracked down the partnership rep for LoveShackFancy on LinkedIn, and noticed we had a mutual connection at Saks. When I reached out to my Saks contact for an introduction, she said, “I can do you one better.” And that was the spark that launched this three-brand collaboration.

Q: You think big! These are hugely influential brands.. Can you tell us what’s next?

A: I don’t believe in limiting ideas. The worst that can happen is someone says no—but at least you tried. That’s the mindset that allows you to unlock what’s truly possible. For Savannah, you can expect us to keep leaning into disruption: finding ways to meet people where they already are and surprising them with marketing that feels fresh, authentic, and impossible to forget.

Q: Do you think other destinations could tweak a similar brand collaboration idea, or perhaps do it locally?

A: Absolutely. What matters is having the courage to think differently, to ask bold questions, and to chase the kinds of ideas that might feel out-of-reach at first. That’s how you disrupt the space and create work that people remember.

Lauren says, “This collaboration is about more than fashion. It’s about keeping Savannah culturally relevant, inspiring new audiences, and ultimately increasing awareness and visitation to our city. To see this dream come alive on this scale — and know it’s inviting more people to discover Savannah — is something I’ll treasure forever. 💙”

Congrats!