Stuart Weitzman’s Holiday 2019 Campaign “Step Inside” is a continuation of the brand’s dedication to celebrating strength in femininity and illustrating it through bold energy, movement and dance. It marks the brand’s first-ever holiday campaign and launches globally on November 18, 2019, with new video content and imagery to be released over the holiday season.
This concept is brought to life through the medium of ballet — a harmonious balance of physical strength and effortless femininity — and one of its leading stars, the esteemed classical ballerina Misty Copeland. Copeland’s own career embodies the campaign’s themes: Discovered as a dance prodigy at the age of 13, she became the first African-American woman promoted to principal dancer of American Ballet Theatre in 2015, which marked an evolution in the world of ballet. “Being a ballerina, we’re not just dancers, we’re also athletes,” says Copeland. “You’re dancing in tulle. You look beautiful. And there is just this crazy power that maybe people don’t see.”
For the campaign, Copeland steps inside an SW shoebox wrapped in red ribbon and into a colorful, energetic fashion fantasy filled with the Stuart Weitzman Holiday 2019 Collection, signifying the surprise and delight that comes when opening the brand’s signature blue violet box. Throughout the short film, her graceful twists and turns — choreographed by Copeland herself — demonstrate the comfort and ease of moving in SW shoes and the brand’s DNA of empowering women to conquer every step of their day by melding fashion, function and fit in each design. It was filmed by photographer and director Lacey, a rising star known for her strong use of color and ability to capture movement in innovative and mesmerizing new ways.
The iconic ballerina, who has become synonymous with the holiday season thanks to her performances in the ABT production of The Nutcracker, also shows off several of the brand’s iconic looks in “Step Inside.” She dances in both classics reimagined and new favorites alike, curated specifically for the season of gift-giving, festivities and more, including:
The MERINDA sandals: Inspired by the brand’s iconic NUDIST stilettos, this silhouette features a wraparound design courtesy of SW’s Head of Product Design, Edmundo Castillo. “I was inspired by the brand’s history and my own history as a designer to create a new timeless silhouette that makes the foot look beautiful,” Castillo says of the look, which has become a new red carpet staple and go-to for party dressing. “To do so, I carefully placed every strap to create a design that combines fashion, function and fit and will stand the test of time.”
The BELLE INFINITY capsule: SW debuts a new icon with a range of styles defined by a geometric double buckle hardware accent. These include the ANICIA slip-ons, SW’s modern take on the ballerina flat, available in a variety of enchanting colors, from chile red to foglia green to silver lamé, as well as the EMELIE clutch, the brand’s new must-have evening bag.
The 5050.20 capsule: This lineup introduces the iconic dual-material 5050 back-stretch boot in a variety of limited-edition hues, including foglia green, chile red and cerulean blue. It also reinforces SW’s renewed focus on handbags with the debut of the 5050 BUCKET, which takes the brand’s signature mixed-material design to the next level in the form of a fashionable, functional bucket bag.
To launch the 5050.20 capsule and celebrate its new handbag, SW unveils its first-ever augmented reality program — The 5050.ME EXPERIENCE — which gamifies the shopping experience through customers’ mobile devices. The immersive visual experience allows the viewer to interact with the brand in a completely new way, and is accessible via a link on the brand’s social media platforms @stuartweitzman. Upon tapping the link, customers will see an augmented reality model wearing all five color variations from the 5050.20 capsule in motion and in their immediate environment, as seen through their mobile devices. Customers can also zoom in for a closer look, interact with the augmented reality model and shop the collection directly from the experience. THE 5050.ME EXPERIENCE is designed in partnership with London-based augmented reality company HoloMe. The collaboration also coincides with the opening of HoloMe’s New York office.
Customers can also step inside the SW holiday world at their nearest Stuart Weitzman boutique: A selection of store windows will showcase the Holiday 2019 Collection set amongst a backdrop of SW Stars — the new brand code that represents the fiery energy of the women #inourshoes. In addition, limited-edition holiday packaging featuring the red ribbon wrapped around the brand’s signature blue shoebox, as seen in the campaign, will also be available in stores.