Everything old is new again, as iconic footwear brand G.H. Bass celebrates its 140th anniversary this year and the 80th of its classic Weejun style.
To mark the event, California retailer MadisonStyle has launched GH Bass x MadisonStyle’s “What’s a Weejun” social media campaign. The initiative, which began Friday, is designed to help elevate brand awareness for the footwear classic to a new audience through a network of fashion bloggers and social influencers as well as on Instagram.
According to Meredith Stewart, VP of marketing for Genesco Licensed Brands, licensee for G. H. Bass, the retailer will launch the women’s fall ’16 Weejuns. “MadisonStyle is an influential store on the West Coast with relationships with celebrities and stylists,” she said about working on the project with David Assil, president of Madison International.
The campaign will feature MadisonMuse models such as Rocky Barnes, Nadia Mejia (Miss California 2016) and Olivia Jordan (Miss USA 2015), all wearing the Americana classic. Other muses will join the list during the course of the campaign.
While the brand may be decades old, Andy Gilbert, president of Genesco Licensed Brands, said the campaign will introduce millennials to the Weejun. “We need to get them where they shop,” referring to MadisonStyle as a destination for these young trend setters.
The shoes, available in eight colors, will be available Wednesday at MadisonStyle boutiques and online.