Marketing Plays: February 2019

Feb. 27, 2019: Stuart Weitzman has put the focus on Kendall Jenner in the third installment of its spring ’19 campaign. The latest ads feature the supermodel posing solo (she previously shared the lens with Willow Smith and Yang Mi) and wearing the Alana sandal, made with the brand’s popular stretch fabric. In keeping with the stretch theme, Jenner shows off her flexibility with strong, extended poses meant to convey movement and power. The campaign series was photographed by Inez van Lamsweerde and Vinoodh Matadin.

Stuart Weitzman Kendall Jenner Spring 2019 Campaign
Kendall Jenner models the Alana sandal in Stuart Weitzman spring ’19 campaign.
CREDIT: Courtesy of Stuart Weitzman

Feb. 20, 2019: Under new parent Authentic Brands Group, Nine West is kicking off a long-term brand message that aims to inspire and support the lives of women. To start, its spring ’19 campaign, dubbed “Sole Sisters,” is a celebration of the bonds of sisterhood — in all its forms. The ads, shot by Emma Summerton, feature three diverse pairs — sisters Laura and Nathalie Love (co-founder of the We the Women Collective), models and best friends Akiima Ajak and Elizabeth Ayodele, and mother-and-daughter winemakers Melinda Kearney and Michele Ouellet — modeling the label’s new footwear and accessories. The campaign will run globally, with print, digital, out-of-home, social and influencer activations.

Nine West Spring 2019 Campaign
Best friends Akiima Ajak (L) and Elizabeth Ayodele in the Nine West spring 2019 ad campaign.
CREDIT: Courtesy of Nine West

Feb. 18, 2019: As a lead-up to International Women’s Day (on March 8), Nicholas Kirkwood has created a five-part documentary series profiling a set of London-based female creatives. The videos, called “Sole Stories,” focus on artist Phoebe Collings James, producer Nikola Vasakova, fashion consultant Yasmin Sewell, singer Rina Sawayama and photographer Flora MacLean, who share insights into their creative processes and the challenges they have faced throughout their journeys. The series was produced by Twelveam and is airing on the designer’s digital and social platforms.

Nicholas Kirkwood Sole Stories Series
Singer Rina Sawayama is featured in the Nicholas Kirkwood “Sole Stories” docu-series.
CREDIT: Courtesy of brand

Feb. 4, 2019: Level Shoes in Dubai, United Arab Emirates, is unveiling an interactive shopping experience — “Another World” — to bring its spring ’19 collection to life. The theme is inspired by fashion’s fluid movement, grand landscapes and artistic expression. The concept centers around different elements — earth, water, fire and air. “As a luxury retailer, we are proud to introduce [this initiative], which pushes the boundaries of the future of customer experience and retail innovation,” said Thierry Pichon, general manager. “Along with our design partner, Studio XAG, we were able to create a one-of-a-kind bespoke world of retail which enables our partners or brands to participate in global conversations and showcase products in a unique and interactive environment.”

Level Shoes Another World
Inside Level Shoes’ new campaign.
CREDIT: Courtesy Image

Feb. 1, 2019: Steve Madden has gone back to its roots for the brand’s spring ’19 ads, presenting a series of automobile-themed images that reference how the founder got his start: selling shoes out of the trunk of his car. The campaign, titled “What Drives You,” features a large cast of men and women in the brand’s latest shoes and apparel, posing on vintage cars parked on the highways around Miami. Photographed by Elaine Constantine, the ads are meant to evoke the company’s “GenSteve” theme, which aims to celebrate the individual and his or her unique pursuits.

Steve Madden Spring 2019 Campaign
Steve Madden’s spring ’19 campaign is titled “What Drives You.”
CREDIT: Courtesy of brand

Feb. 1, 2019: Like his sport idols Roger Federer and Dwyane Wade, Alexander Zverev is making a name in the fashion world. The German tennis pro, ranked No. 3 in the world, was named last year the first official face of the Z Zegna label and is now appearing in the brand’s spring ’19 ad campaign, modeling its Techmerino Wash & Go men’s wardrobe. Zverev most recently was seen competing at the Australian Open, where he suffered a frustrating loss to Milos Raonic. However, the 21-year-old (who is the youngest player in the ATP Top 10) remains widely regarded as a top contender in the 2019 Grand Slam tournaments.

Z Zegna
Z Zegna campaign starring Alexander Zverev.
CREDIT: Courtesy of brand

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