Review of Schutz ‘On The Horizon’ Holiday 2020 Ad Campaign by David Roemer & Director Ruslan Pelykh with model Irina Shayk
Schutz has released it’s Holiday 2020 Campaign entitled ‘On The Horizon’ starring Irina Shayk and photographed by David Roemer.
Schutz’s holiday 2020 campaign maintains the brand’s shift to a lower price point model, making collections more accessible to a wider audience. Schutz maintains the level of craftsmanship and quality synonymous with the brand, continuing to work from its Brazilian owned and operated factory. With the new lower pricing model, the collection will retail from $98 to $238.
Founded in 1995 by Alexandre Birman, Schutz has redefined attainable luxury with its trend-forward footwear. With each new release, Schutz delivers the most of-the-moment collections that are the hero pieces around which entire outfits are built. The brand invests heavily in researching trends and in developing new materials and technologies to create its portfolio. Its mission is to offer a product concept related to design, quality, fashion, and freedom of expression.
We must remark upon a crucial peculiarity of this campaign. While being a campaign aimed at selling shoes — a piece of fashion which must, to some extent, partake in practicalities — most of the images and scenes feature women sitting. When they are not sitting, they are relatively static in their standing. Schutz leads us inexorably to a part of our imaginations that sees shoes not simply as a prerequisite tool for human life, which sometimes shows off certain tastes and style but, first and foremost, as works of art displaying great architectural beauty. The human foot is a complex, elegant structure, and it ought to be shod as such. Schutz, using media to elevate our understanding of footwear, sets us up to be impressed by and desirous of the shoes themselves.
Photographer | David Roemer Video | Ruslan Pelykh Model | Irina Shayk Stylist | Yashua Simmons Set Designer | Stockton Hall Hair | Harry Josh Makeup | Tatyana Makarova Manicurist | Yukie Miyakawa Creative/Production Consultant | Gillian Avertick Schutz Head of Marketing | Victoria Toni Schutz Senior Content Strategist | Katie Sapp