Context
Steve Madden is an American fashion brand present in over 50 countries. It was one of the first fashion brands to be publicly listed, and in 2020, it reported a global turnover of $1.2 billion.
The brand began its communication efforts in France in 2022, in collaboration with Mars Branding, as it does not currently operate any standalone retail stores in the country.
Steve Madden entrusted Mars Branding with its public relations, relying on the agency to build brand awareness and visibility in the French market.
Solution
The Autumn-Winter 2024 collection from Steve Madden is built around four themes, each reflecting a chapter of the brand’s story in New York:
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The WoW of Wall Street : A bold, working-girl aesthetic inspired by The Wolf of Wall Street, in which Steve Madden made a memorable cameo.
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The New Worker : Rooted in the energy of New York’s streets and the spirit of its workers.
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Dynasty : Glamour meets drama: rhinestones, bows, and high heels.
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Comfydent : A blend of sport and comfort, where confidence meets ease.
To bring this vision to life, Mars Branding reimagined the traditional studio shoot by renting a photo studio and creating tailor-made sets for each theme.
Journalists and influencers were invited to attend this immersive shooting experience, where the products were showcased through carefully crafted lighting and set design that highlighted the identity of each story.
Impact
Around thirty journalists and influencers attended the event to discover Steve Madden’s Autumn-Winter 2024 collection.
