Into the...Madden-verse?
Steve Madden. If you're anything like me, you've known and loved the brand ever since you could buy shoes on your own. From their gorgeous platform shoes, to their surprisingly comfortable tennis shoes, Steve Madden has cemented itself as one of the affordable luxury brands!
While the brand is likely here to stay, that's not to say that they can take a step back and let their products do the talking for themselves. Like every brand, they have to think of new and exciting ways to stay relevant and keep fans coming back for more. And, I think they've done just that with the Steve Madden-Verse. In this blog, Hollywood Branded explores the Steve Madden-Verse and what it means for the fashion industry.
Well, What Is The Steve Madden-Verse?
Similarly to brands like Juicy Couture, Abercrombie & Fitch, and Ed Hardy, Steve Madden has decided to cash in on the trend of nostalgia. These brands are seeing a wave of old trends - from graphic tees, to low rise jeans, to corsets - and are capitalizing on this resurgence.
Lifelong fans of the brand may remember Steve Madden's Big Head ad campaign in the late '90s and early 2000s. In this campaign, the brand took models' heads and blew them up to be disproportionately large, almost like a bobble head! While, ostensibly, it was a quirky marketing move, Madden explained that it "changed the way people looked at footwear" and "re-wrote the rules of the industry and spoke to a generation."
Why Now?
This year, we've seen a resurgence of late 90s and early 2000s trends. While many vowed that they'd never allow low-rise jeans and graphic tees to make a comeback, they seem to be back in full force. The Steve Madden team saw this and felt that there was truly no time like the present than to bring back the beloved Big Head campaign, but with some small updates.
The new campaign, starring celebrities like Sydney Sweeney, Normani, Nessa Barrett, Justine Skye, and Jordan Alexander, modernizes the Big Heads with clothing and backdrops that speak directly to the talent's character. The campaign hopes to "inspire change, promote authenticity, and empower the next generation."
Nostalgia Prevails
Now, more than ever, nostalgia is being utilized as a way to capitalize on "the good 'ol days." Things from our past are coming back in full swing; from film reboots of beloved franchises to the resurgence of Von Dutch, low rise jeans, and Lisa Frank, every type of industry is exploring one giant nostalgia trip.
People enjoy being able to reminisce on the past, and doing so with physical items - inspired by past designs or iterations with the quality of today - gives consumers a way to truly interact with their past.
High fashion brands like Steve Madden are recognizing this trend and are capitalizing on it, as well. By resurrecting an existing ad campaign, they are able to perfect something that was already successful, with little fear of failure.
What's So Special About The Steve Madden-Verse?
Not only does this partnership tap into nostalgia for older fans of the brand, but it also introduces the brand to new fashion fans by partnering with some of the hottest names in Hollywood right now.
Steve Madden partnered with Normani, Sydney Sweeney, Nessa Barrett, Justine Skye, and Jordan Alexander to create an interactive and nostalgic ad campaign that introduces an entirely new generation of consumer to an iconic and successful brand. By partnering with some of the biggest names of the entertainment industry, from influencers to musicians to actresses, Steve Madden is seamlessly tapping into multiple markets with just one (reimagined) campaign!
Want More?
It feels like every day there are new things to share about how the fashion industry is changing! Be sure to check out the blogs below to stay in the loop about all things fashion!
- The Top Fashion Brands in TV Series
- Fashion Brands and Product Placement in Music Videos
- What Brands Can Learn from Fashion's Biggest Event
- Celebrity Fashion Choices Fuel Brand Impact
- 7 Fast Fashion Partnerships With Pop Culture
Want to make sure you never miss a thing in the wide world of Hollywood? Look no further than our "What's Hot In Hollywood" newsletter - we are tuned in to all things pop culture and this newsletter shows just that!
