Gigi Hadid, Joan Smalls & Lily Aldridge Get Nearly Nude for Stuart Weitzman


BY KENNETH RICHARD

Stuart Weitzman continues its winning streak of being the most progressive advertiser in the footwear space by literally getting cheeky to promote their new ‘Nearly Nude’ block-heel for Spring 2016.

The campaign, lensed by longtime Stuart Weitzman photographer partner Mario Testino, expands upon their supermodel heritage, enlisting not one but three leggy models in Joan Smalls, Gigi Hadid and Lily Aldridge.

We reached out to Stuart Weitzman CMO, Susan Duffy, to learn a little bit more about the campaign and how it came about.

Susan, congratulations on that first image. Nice to see a brand so focused and not trying to overload the message.
Clearly nothing else is needed but a fabulous pair of Stuart Weitzman’s. And the name of the shoe says it all — the Nearly Nude.

Inspirational literally and figuratively. Must have been a fun brainstorming session. You’ve had this shoe in the line before, right?
Yes. What Stuart has done so brilliantly is to build on the success of his now iconic “Nudist” style by introducing line extensions that open the access point to the brand and continue to drive sales and attract new clients.
While some may choose the 4 inch stiletto, the strong heel will appeal to others. In fact, we now have a “nudist colony”.
And nothing comes between a woman and her Weitzman’s!
You made a change from one iconic model to three, which really works. You must put a lot of trust in your creative team.
I have an incredible and trusted creative team. Mario Testino, who has created a memorable and recognizable visual vocabulary with his brilliant portraiture. Amir Zia is my creative director partner and Sarajane Hoare is my visionary stylist. We have been together for almost 5 years now. We are all #alittleobsessedwithshoes.
So open or closed set?
For this shot, we did closed!
stuart-weitzman-spring-2016-ad-campaign-the-impression-01

To augment the campaign, the house spoke to Hadid, who explains how good things come in threes and the positive aspects of each member of the trio. It is a testament to good casting that Stuart Weitzman brought friends together as part of their overarching marketing strategy has consistently been about “bringing girlfriends together, from shoe shopping to shoe sharing to shoe closet envy.”

The campaign reminds The Impression that the greatest of fashion brands are those that intuitively know when to make a change-up and how to do it. Stuart Weitzman has been the most successful advertiser in their space, defining a consistent look via a lone superstar model, lensed in black and white, wearing little more than boots or heels. It was easily a look they could have continued with for a number of other seasons, but instead the house ‘evolved’ the campaign. Working with the same core team, they rolled the dice to embrace change while the campaign was still a success. And taking the one step forward, while fully exposed, is a true sign of marketing leadership.

Photographer | Mario Testino
Creative Director | Susan Duffy & Amir Zia
Stylist | Sarajane Hoare
Models | Gigi Hadid, Joan Smalls & Lily Aldridge
Makeup | James Kaliardos