For its latest campaign, Steve Madden has tapped mother-daughter duo Lori Loughlin and Olivia Jade Giannulli.
Dubbed “The Perfect Pair,” the campaign was shot in the Soho neighborhood of New York, showcasing Steve Madden’s versatility across ages. The two can be seen wearing the Rocky moto boot, the Everlie sneaker and the Dali pump in the ads.
“My newest and most favorite memory was working with the entire team and my mom in New York City. It was such a fantastic shoot; everyone was so lovely and kind. Working with my mom does not feel like work and I am so grateful we get to do these things together,” Jade Giannulli told FN.
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Going into the new year, Steve Madden plans to incorporate more familial pairings into upcoming brand moments. Beyond the campaign, celebrity mother-daughter duos including Madison and Tracie Beer, Padma Lakshmi and her daughter, Krishna, as well as Cynthia Bailey and Noelle Robinson will partake and show their favorite styles on social media.
“The idea came from people of all ages wearing our shoes. My kids, their friends, and friends’ moms all wear Steve Madden. There are so many ways we can evolve within the perfect pair, but for now, we are focused on mother and daughters,” Madden said in a statement.
Also in the campaign are new product introductions such as the Eleanor mesh knitted bootie and the Bixby boot, along with the Vinetta — a new take on the brand’s classic ballet flat.
