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.
Starting with the establishment of a new brand positioning and strategy, King & Partners worked closely with the Steve Madden team over 18 months to revitalize every aspect of the brand. This included marketing strategy, creative direction, tone of voice, and in-store experience. A series of brand campaigns, creatively directed and executed by the K&P team, showcased how this fresh brand vision was brought to life in real-world applications.
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.
Starting with the establishment of a new brand positioning and strategy, King & Partners worked closely with the Steve Madden team over 18 months to revitalize every aspect of the brand. This included marketing strategy, creative direction, tone of voice, and in-store experience. A series of brand campaigns, creatively directed and executed by the K&P team, showcased how this fresh brand vision was brought to life in real-world applications.
Fall 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.
Creative Direction: King & Partners
Director/Photographer: Stevie Dance
Production: North Six
Sound Design: Shane Connolly
Stylist: Sasha Kelly
Hair: Tamara McNaughton
Makeup: Fara Homidi
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.
Creative Direction: King & Partners
Director/Photographer: Stevie Dance
Production: North Six
Sound Design: Shane Connolly
Stylist: Sasha Kelly
Hair: Tamara McNaughton
Makeup: Fara Homidi
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
Director: Marissa Velez
DP: Pete Konczal
Photographer: Hans Neumann
Production: Group Thrpy, Nicholette Hails
Styling: Lauren Rosenfeld, Lydia Binfold
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
Director: Marissa Velez
DP: Pete Konczal
Photographer: Hans Neumann
Production: Group Thrpy, Nicholette Hails
Styling: Lauren Rosenfeld, Lydia Binfold
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.
Creative Direction: King & Partners
Director/Photographer: Jack O’Connor
Set Design: Andy Harman
Production: The Production Factory, Nicholette Hails
Senior Stylist: Lydia Binfold
Makeup Artist: Yumi Lee
Hair Stylist: Takayoshi Tsukisawa
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.
Creative Direction: King & Partners
Director/Photographer: Jack O’Connor
Set Design: Andy Harman
Production: The Production Factory, Nicholette Hails
Senior Stylist: Lydia Binfold
Makeup Artist: Yumi Lee
Hair Stylist: Takayoshi Tsukisawa
