Photo: Courtesy Steve Madden
On Monday, the footwear label announced the launch of The Steve Maddenverse, starring actressSydney Sweeney, singersNormani,Justine SkyeandNessa BarrettandGossip GirlstarJordan Alexander. The imaginative experience is not just a digital campaign — it’s a “tech-savvy, future-forward movement” that promises virtual content, V-commerce, interactive AR capabilitiesandthe return of the brand’s iconic Big Head Girls.
Steven Madden debuted his digitally wrapped bobblehead ads in the late ’90s. The quirky Avatars were a mainstream success and went on to help define fashion in the early 2000s. Now, the five Steve Maddenverse stars are bringing them back for this Elite World Group-produced project.
Sweeney, who recently starred in HBO’sThe White Lotus, adds: “I’m so excited to be a part of the meta verse in Steve Madden’s newest campaign. My mom and I grew up loving their shoes, so much so that my mom continues to get her favorite pair of boots resoled over and over throughout the years! I love the newest collection of shoes, especially the pink heels that my avatar wears so well.”
As part of the launch, Skye, Barrett and Alexander also created big head characters that showcase their favorite Steve Madden styles. The rest of Steve Maddenverse will roll out on social media when all five women share exclusive photos, 8-10 second animated videos with messages and a custom Instagram filter that allows their followers to morph into a Big Head Girls-inspired avatar. (We can’t wait to try it!).
Courtesy Steve Madden
Madden, who founded the brand in 1990 and now acts as chief of creative & design, said the original ads “changed the way people looked at footwear” and “re-wrote the rules of the industry and spoke to a generation.”
“We’re doing it again using technology, interactive experiences, and a group of talented women to set a new agenda,” he added.
As for the young talent cast in this nostalgic campaign, Steve Madden CEO Ed Rosenfeld said all five women are “redefining how we express ourselves through media.”
They are speaking their minds, starting conversations, and inspiring a whole new generation to shape the world they want to live in," Rosenfeld concluded.
source: people.com
