Model Nadja Bender is Nine West’s latest “it girl.” The brand’s next global campaign is part of a repositioning strategy by private equity owner Sycamore Partners to attract new consumers and generate greater interest among its loyal fans. FN’s Spy talked to EVP of Marketing Pam Seidman about Bender and the shoot’s behind-the-scenes moments.
What was the inspiration for the campaign?
“To project a sense of fashion authority, optimism and relevance. We wanted to return the brand to being connected to fashion in [the customer’s] mind, and certainly where she is going to work. But the main objective was to give [the campaign] a fashion point of view.”
Pam Salkovitz, Nine West’s president, also added,”Nine West will continue to infuse a more fashion-forward design ideology into the brand, focusing on materials, embellishments and trend-right styles. We design our collection to fill all of our customers’ busy lifestyle needs and always strive to surpass her expectations. “
How did you choose the model?
“As we were thinking about the target customer and the sensibility we wanted to project, she was very much who we call the ‘go girl’ — a woman who’s confident and has a great walk. [Nadja Bender] looked the part — a modern, assertive woman who would have a career, as well as the multifacets of life. [Bender] is very much someone who is on the rise, and that’s indicative of the brand today.”
How did you come up with the title of the campaign, “Going Places”?
“To build the brand, we know we need to penetrate other pockets of [the customer’s] lifestyle, so ‘Going Places’ is the [type of] girl we want to attract. We want somebody who goes to work, goes out and has casual moments on the weekends.”
Salkovitz also said, “The fall campaign themed “Going Places” was inspired by the direction we are taking the brand. All of the images are in motion, walking tall, feeling optimistic and confident. It further positions Nine West as the global “go-to” footwear and accessory brand for the cosmopolitan woman who leads a multifaceted lifestyle.
Any behind-the-scenes scoop from the set?
“It was shot by Camilla Akrans in Four Freedoms Park on Roosevelt Island. We wanted a New York location that would offer us an outdoor setting. We were shooting fall in what we thought was spring, but the two days that we shot, it was tundra level. [There were] hats and scarves, and we had heaters on set. It was a brutal climate, but the pictures show a bright, optimistic day.”
See more from the campaign below.