The British designer selected more than a dozen social media-savvy fans to choose their favorite styles from the autumn collection and take personal photographs of their shoes.
“I was scrolling through the hashtag #Mykirkwoods as I love to know what my followers are wearing, and I was really drawn to the rawness of the images,” said Kirkwood. “So I started to compile a selection of the people that I liked, and it was then that I came up with the concept. The people I selected really caught my attention, as I loved the way they had photographed the shoes, so we reached out to 15 fans and asked them to choose their favorite pair from the fall collection.”
The campaign launches on Instagram on Sept. 19.
Meanwhile, Kirkwood will unveil his spring 2017 collection on Sept. 30 during Paris Fashion Week.