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The News Of Susan Duffy on Stuart Weitzman’s Latest Campaign

Stuart Weitzman’s campaigns are instantly recognizable: The clean black-and-white portraits by Mario Testino, combined with the world’s biggest supermodels, have been a winning formula for the brand. How do you follow Kate Moss and Gisele? With the next gen of fashion’s most in-demand beauties, Gigi Hadid, Lily Aldridge, and Joan Smalls, in shoes and nothing else! CMO Susan Duffy dishes on the divine inspiration. Congrats on the major new campaign! ( I think there are probably three words for it: sexy, sexier, and sexiest.)

Stuart Weitzman

What made you decide to go with three women this season? It’s a constant evolution for our brand that we’re trying to orchestrate. In terms of our global advertising, we raise the bar pretty high for ourselves. First we had Kate the Great, and then we entered the age of Gieselegance—we used Gisele for three seasons. It’s pretty tough to step into those shoes and continue to evolve the brand’s story. I think we all know we’re in an era of sensory overload, so for us, it was about, How do we break through? How do we make women push the pause button to stop and take a look in this sea of fashion advertising? We spent hours and hours looking at which girls out there were really standing out.

How did you make your final decision? For us, they represent the new generation of supermodels. It was also really wonderful that Gigi and Lily are actually best friends. Gigi is pretty incredible—I think she’s up to 13 million followers on Instagram. Joan has well over a million. Lily has over three million. It’s a delightful mix of personalities and that special presence that they each bring to the campaign. Lily is a model and a mother, and she’s married to a rock star. Joan was the first Latina model to be signed as the face of Estée Lauder’s global marketing campaign, and Gigi has just done so much in her almost 21 years. Frankly, all of them are true to the Stuart Weitzman DNA in that they are all just really nice girls.