As the fall-winter ’11 collection of Betsey Johnson’s eponymous line goes down the runway at New York Fashion Week on Monday, so will some her new Steven Madden-produced shoes.
And customers will be able to purchase one of the styles while they watch the designer and models at the Lincoln Center.
Johnson’s collection is slated to show at 6 p.m. on Feb. 14, when a live streaming video will also be available online at Stevemadden.com.
On the website, customers with a computer or smart phone will be able to watch the video and purchase the Lizzzy-L bootie, which Johnson will wear when she takes her bow. Customers must first scan a QR code — which Steve Madden will release on Friday — with their mobile phones to access a special Betsey Johnson page on Steve Madden’s mobile website (m.stevemadden.com/Betsey).
In addition, Steve Madden customers who have provided a phone number and live in top Steve Madden and Betsey Johnson markets, such as New York, San Francisco and Los Angeles, will receive a text message as soon as the product goes live, giving them first dibs on the bootie, which will retail for $249.
According to a company statement, this multi-platform campaign, which Madden calls “Catwalk to Concrete,” was developed to make fashion accessible and attainable for the masses, not just those sitting in the front row.