Stuart Weitzman Spring 2018 Ad Campaign – Kate Moss & Gigi Hadid
BY KENNETH RICHARD
The subject of ‘firsts’ is the core of the Stuart Weitzman Spring 2018 Ad Campaign as models Kate Moss and Gigi Hadid have been captured together by photographer Mario Testino for the first time.
The campaign also features a wisely played video short of Q&A questions tossed to the iconic modeling pair which lends to the idea of getting first insider intel. And perhaps it was the first time they have been asked these types of questions with such casual candor, a testament to the at-ease-nature of the creative team.
But ‘firsts’ is not what The Impression finds of merit regarding the campaign, it is that the team at Stuart Weitzman understands the value of sticking to a winning formula, with campaign language that is happy to remain consistent through first, seconds, third, and more seasons.
Within the past year Stuart Weitzman has a few new players leading the charge from Creative Director Giovanni Morelli, who joined the Tapestry owned house from Loewe to Wendy Kahn, Chief Executive Officer and Brand President. Typically new changes in leadership look to put their imprint on the creative image of a house. More often than not, throwing the baby out with the bathwater, and not valuing the brand equity ingredients that were put in place before they arrived. It is this understanding that they don’t have to create ‘firsts’ to have impact that impresses us. The marketing team at Stuart Weitzaman, led by CMO Susan Duffy, had created a visual vocabulary that resonates. And Morelli and Kahn were wise enough to recognize that value and stay the course. Respect coupled with wisdom are rare elements to find in leadership these days and we applaud that.
The campaign has its fair share of newness to help drive the public relations and earned media machine. Stuart Weitzman’s lead PR player, Karen Ferko, will assure of that. Moss and Hadid together with an opening bell to sound off the banter is a nice touch. As well as the idea of female empowerment with their submissive boy-toy, model Jordan Barrett, beneath their boots. Our only hope is that in the era of equality that Barrett received fair wages for playing the role of a topless doormat. That being said, we found it a nice touch for PR fodder.
All proving that firsts and seconds can indeed go together to multiply into solid brand equity.
CMO Stuart Weitzman | Susan Duffy
Photographer | Mario Testino
Models | Kate Moss, Gigi Hadid, & Jordan Barrett
Stylist | Sarajane Hoare
Hair | Odile Gilbert
Makeup | Lisa Butler
Manicurist | Lorraine Griffin
Set Designer | Jack Flanagan