Winnie Harlow collaborated with Steve Madden on two footwear collections that blended bold fashion, cultural influence and personal storytelling. They featured an array of styles, each named after significant people in Harlow's life and inspiration from her Jamaican heritage with a nod to '90s streetwear aesthetics.
Through cross team collaboration with e-commerce, marketing, creative, and development, we created a custom immersive collection page–the first of it's kind for the brand-that set the stage for digital storytelling experiences on future campaigns.
As the design lead on this project, the vision came to life from ideation to delivery and launch through custom logo lockups, branding and packaging to digital design and delivery of social, e-commerce, wholesale, and OOH advertising and marketing.
Credits:
Global Campaign Photographer: Steven Klein
Creative Director: Matthew Ellenberger
Stylist: Lauren Rosenfeld
Design Director: Michelle Arrowood
In-House Photographer: Matthew Hawkes
In-House Stylist: Cara Eisel
Social Media Manager & Art Director: Chris Arena
Design Lead & Production Assistant: Masha Vainblat
The digital destination was a custom shoppable collection page experience. The design features an immersive hero image with parallex scroll that snaps to carefully curated trend sections of styles ranging from boots and booties to heels and sneakers.
Excerpts from the digital brand guidelines for this global campaign's collection page utilizing all of the campaign images and assets available in creative and enticing ways. The shopper can instantly add items to cart while exploring the collection, all without leaving the designated page.
The creative direction pulled inspiration from Andy Warhol's polaroids. Working with this concept we collaboratively created an array of campaign imagery supporting the lifestyle campaign. Being ingrained between design and creative marketing teams allowed us to fully plan the end story from inception.
Strategic full funnel marketing connecting virtual ecommerce DTC products campaigns with IRL interactions.
