A New Era for Steve Madden
Since it launched in 1990, Steve Madden has become a footwear and fashion legend. King & Partners was brought onto Steve Madden and tasked with the challenge of bringing a “cool factor” to the brand.
We delivered a new strategy, positioning, creative direction, marketing strategy, and series of campaigns to launch this new vision. Together with the Steve Madden team, we’ve ushered in a new era for an iconic name.
Since it launched in 1990, Steve Madden has become a footwear and fashion legend. King & Partners was brought onto Steve Madden and tasked with the challenge of bringing a “cool factor” to the brand.
We delivered a new strategy, positioning, creative direction, marketing strategy, and series of campaigns to launch this new vision. Together with the Steve Madden team, we’ve ushered in a new era for an iconic name.
F/W 2023
A bold new F/W 2023 campaign that harnessed the brand’s power and communicated its values to global audiences. The campaign appeared across paid media channels including CTV and highly visible out-of-home placements across New York City.
A bold new F/W 2023 campaign that harnessed the brand’s power and communicated its values to global audiences. The campaign appeared across paid media channels including CTV and highly visible out-of-home placements across New York City.
The Perfect Pair
The second campaign in King & Partner’s ongoing collaboration with Steve Madden,
The Perfect Pair.
We concepted, creative directed, and shot the first in a series of campaigns around a simple concept: Two people. Two styles. One special bond.
While they may be different generations or distinct personalities with polar opposite styles, they are brought together by their love for fashion and each other. This campaign features Lori Laughlin and Olivia Jade in New York City.
Creative Direction: King & Partners / Inii King
Director: Marissa Velez
DP: Pete Konczal
Photographer: Hans Neumann
Production: Group Thrpy
Stylist: Lauren Rosenfeld
Senior Stylist: Lydia Binford
Hair: Takayoshi Tsukisawa
Makeup: Yumi Lee
The second campaign in King & Partner’s ongoing collaboration with Steve Madden,
The Perfect Pair.
We concepted, creative directed, and shot the first in a series of campaigns around a simple concept: Two people. Two styles. One special bond.
While they may be different generations or distinct personalities with polar opposite styles, they are brought together by their love for fashion and each other. This campaign features Lori Laughlin and Olivia Jade in New York City.
Creative Direction: King & Partners / Inii King
Director: Marissa Velez
DP: Pete Konczal
Photographer: Hans Neumann
Production: Group Thrpy
Stylist: Lauren Rosenfeld
Senior Stylist: Lydia Binford
Hair: Takayoshi Tsukisawa
Makeup: Yumi Lee
Spring 2024
We created a vibrant and high-energy Spring 2024 campaign.
Our concept centered on creating vivid, eye-catching visuals that highlight Steve Madden products in minimal, unexpected ways and generate a cool factor.
Production Team:
Creative Direction: King & Partners
Director/Photographer: Jack O’Connor
Set Designer: Andy Harman
Production: The Production Factory
We created a vibrant and high-energy Spring 2024 campaign.
Our concept centered on creating vivid, eye-catching visuals that highlight Steve Madden products in minimal, unexpected ways and generate a cool factor.
Production Team:
Creative Direction: King & Partners
Director/Photographer: Jack O’Connor
Set Designer: Andy Harman
Production: The Production Factory
Goldie
King & Partners concepted and creative directed the campaign for Steve Madden’s reentry into fragrance, Goldie.
Our campaign was created to perfectly capture the spirit of Goldie, an irresistible heartbreaker. She’s that girl with a magnetic energy. She’s carefree, spontaneous, fun, and kind. Her natural charisma emits a radiant light and an ethereal glow that seems to follow her wherever she goes.
Creative Direction – King & Partners
Director/Photographer – Terence Connors
DP – Allan Chavarria
Edit & Color – Kevin Tadge
Production – The Production Factory
Set Design – Gerard Santos
Styling – Lauren Rosenfeld, Lydia Binford
Makeup Artist – Yumi Lee
Hair Stylist – Sabrina Szinay
Talent – Kate Li, Linus Dodd
Thank you to:
Nicholette Hails
Matthew Ellenberger
Lauren Wilner
Vivian Song
King & Partners concepted and creative directed the campaign for Steve Madden’s reentry into fragrance, Goldie.
Our campaign was created to perfectly capture the spirit of Goldie, an irresistible heartbreaker. She’s that girl with a magnetic energy. She’s carefree, spontaneous, fun, and kind. Her natural charisma emits a radiant light and an ethereal glow that seems to follow her wherever she goes.
Creative Direction – King & Partners
Director/Photographer – Terence Connors
DP – Allan Chavarria
Edit & Color – Kevin Tadge
Production – The Production Factory
Set Design – Gerard Santos
Styling – Lauren Rosenfeld, Lydia Binford
Makeup Artist – Yumi Lee
Hair Stylist – Sabrina Szinay
Talent – Kate Li, Linus Dodd
Thank you to:
Nicholette Hails
Matthew Ellenberger
Lauren Wilner
Vivian Song
