Daily Front Row

2012 February 16

Weitzman Wows With Testino Campaign

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Natalia Vodianova for Stuart Weitzman
Mario Testino View Gallery

(NEW YORK) Stuart Weitzman brought on a heavyweight photog-model duo of Mario Testino and Natalia Vodianova for the brand's fresh-faced ad campaign. Keeping the emphasis firmly on Weitzman's shoes, the ads are in B&W, with but one article of clothing in each shot. The shoot took place in London's White Space studio in December.

"We wanted dramatic and breathtaking art that would cut through the clutter of creative out there," explained Susan Duffy, SVP of global marketing and communications at Stuart Weitzman, of signing with celebrated ad agency Lipman in the fall. As for pairing up with Testino, "he doesn't need explanation!" said Duffy. "Mario captured the essence of Stuart Weitzman, and the ads tap into the sexiness of the brand in a classic, chic, timeless way."

Vodianova's rich, real life, as a mother of three and well-established career, combined with her "approachable beauty that women don't feel intimidated by" rendered her the parfait face (and body) of the campaign. Besides featuring a new direction artistically, the ads feature the brand's refreshed "Stuart Weitzman New York" logo, a nod to the brand's quarter century based in N.Y.C. and in the biz.

The ads hit March issues in a chic glossy glut—Vogue, Elle, Harper's Bazaar, W, Interview, and InStyle—and will roll out on the streets via billboards and beyond. Outdoor billboards will crop up in L.A., Miami, and downtown in Soho in Weitzman's NYC stomping grounds. "Natalia with a hat and shoes on, and nothing else: Picture that on Sunset Boulevard! We might cause accidents," Duffy said of the domestic rollout. Additionally, the campaign will appear in airports in Milan and kiosks in Paris. The latest ad efforts came to fruition with a budget double the size of Weitzman's previous campaigns.
ALEXANDRA ILYASHOV