Marissa Tozzi

BY MARISSA TOZZI

As Stuart Weitzman continues its colorful evolution, the house has launched its second campaign in a row lensed by fashion photographer duo Inez & Vinoodh. 

The campaign pivots from a seasonal strategy to a series of four releases within the season – rolling out in digital with a touch of out-of-home. The cast – which includes Kendall Jenner, Willow Smith, Jean Campbell, and Yang Mi – plays into that strategy due to their vast digital reach. Exemplified by Kendall Jenner’s post today on Instagram, pushing the campaign, complete with the Stuart Weitzman logo, to her 102 million Instagram followers.

The campaign is the second season of color as Stuart Weitzman’s creatively ditches their iconic black and white premise. Rather than the white backdrop of the last seasonal campaign, this time the house opted for a nude overtone – a fresh look to go with their fresh faces. 

The campaign continues to build on the heritage of the brand as one that exudes sophistication, intelligence, and confidence. The styling is on point as one of the more significant challenges with footwear ads is how not to overpower the shoes with clothes. Here the styling team decided to pair the shoes only with nude colored slips, and the choice was definitely not a slippery slope. This matches the softness, elegance and beauty of the Stuart Weitzman brand while not overshadowing the product.

The Impression is interested in seeing where those shoes walk this season, and if phase two through four will be more of the same with boots or a dramatic changeup. One thing for sure is the campaign is another in a long list of brands releasing ‘digital’ campaigns, as fashion houses continue to push their PR machines to leverage news outlets, The Impression included, to help them tell their story, and buying a few digital spots here and there. Putting the majority of monies into production and talent that act as media outlets. Leaving many a media outlet that would traditionally rely on medias dollars feeling… well… nude.