Margaux Debuts New #GauxGirl Campaign For Demi Ballerinas

After seasons of outre statement flats (think cutouts, extreme strapping and embellishment galore), there is something quite palette-cleansing about designers’ recent penchant for cleaned-up versions.

Case in point: New York footwear brand Margaux is following the debut of their made-to-order service last year with a new demi ballerina, out this month. The label, founded by Harvard classmates Alexa Buckley and Sarah Pierson, was recently featured in FN’s Emerging Talent list for 2016.

The campaign, which was styled by Shiona Turini and lensed by Paul Maffi, shows the easy versatility of the shoe. It will be offered in four colorways and sell for $125, an entry-level price point for the direct-to-consumer brand. Buckley and Pierson also have a planned #GauxGirls social rollout incorporating industry influencers.

Margaux Ballet Flats
Stills from the Margaux campaign.
CREDIT: Courtesy of brand.

“The idea for the #gauxgirl campaign was born out of our desire to highlight the women who have inspired — and continue to inspire — Margaux,” says Pierson. “We want the brand to be about so much more than the products we create — we aim for it to represent the modern woman, and to create a community that celebrates her in everyday life.”

“By featuring a diverse group of such women — from Chloe King, PR director at Bergdorf Goodman, to Amanda Ross, tastemaker and entrepreneur — as ‘#gauxgirls,’ we hope to celebrate the accomplishments and perspectives of women who are going places,” adds Buckley.

The duo has worked with Maffi on a previous campaign starring Laura Love but enlisted Turini, who works with Beyoncé and sister Solange Knowles, to show the classic shoes in a fresh light. “She brings a fresh perspective and modern edge to an otherwise timeless silhouette,” says Pierson.

Margaux Ballet Flats
A still from the Margaux campaign.
CREDIT: Courtesy of brand.

FN checked in with Turini to hear the stylist’s take on how to wear ballerinas now.

What was your inspiration for this shoot?
“Sarah and Alexa came to me with the demi ballerina, a silhouette that’s easier, more casual than their classic flat, saying they wanted to highlight the girl on the go that inspired the shoe — women who are blazing their own trails. That was definitely something I considered when putting together the looks. The styling was inspired by the modern women. Where is she going and what is she wearing?”

What’s a modern way to wear ballet flats now?
“It can be paired with a suit for a clean look, thrown on with athletic apparel en route to a ballet workout or worn with jeans and a pajama top for a Sunday morning coffee run. I think the modern way to wear the ballet flat is to not think too much about how to wear it.”

Margaux Ballet Flats
A still from the Margaux campaign.
CREDIT: Courtesy of brand.

Why do you think they continue to be a wardrobe staple?
“There’s not denying the versatility of ballet flats. They shoe itself is very effortless and can be paired with a variety of looks, and the comfort is unparalleled. Who doesn’t want to be chic and comfortable at the same time?”

Why do you think ballet flats are having something of a moment in fashion again?
“People are gravitating toward footwear that can be functional, comfortable and chic. You can see this in the sneaker and Birkenstocks trend, but you can’t wear sneakers and Birkenstocks with every outfit. I think ballet flats are a slightly more feminine, buttoned-up alternative to those styles.”

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