Stuart Weitzman: Dancing is my shoe test
Stuart Weitzman thinks if women can dance in his shoes, they know they can wear them.
The famous footwear designer began his career working for his dad Seymour Weitzman in the early 60s and now creates one-of-a-kind shoes worn by celebrities at star-studded events.
His first ever TV ad features a big name too as the face of his brand's fall campaign, Gisele Bündchen, is seen dancing in a pair of boots. The 30-second black and white commercial was directed by Mario Testino and will air during the MTV Video Music Awards on Sunday evening.
“The message is ‘Stuart Weitzman makes great product and you can dance in them,’” Stuart told WWD. “If girls see that you can dance in them, they sure know that we can wear them. The commercial side comes in that way in the sense that we’re selling the story of our DNA. We think that showing off what you can do in those boots is just as important as how you look in them.”
The ad is bound to be a hit, even more so when fans find out that it was Taylor Swift who inspired Stuart to make a commercial. He attended one of the singer's performances as part of her 1989 World Tour and was blown away by her talents, providing her shoes to wear on the stage.
“This year, Taylor Swift asked for like, a dozen pairs for all of her changes. I went to her show in Philly and I was floored. She’s big with all the 15-year-olds, but I wrote her a note that says, ‘You now have a grandfather as one of your fans,’" he recalled.
"We make the shoes with extra-cushion so she can dance and thought, ‘Hey, we make dance shoes... maybe we should find some way to show them off.’”
Susan Duffy, chief marketing officer at Stuart Weitzman, agrees that the video is a great chance to put the footwear on display. She's also looking forward to appealing to the younger generation with the ad being shown at the VMAs.
There will also be a full-length version of the clip, called Make That Move, featuring singer and model Maluca Mala on Stuart Weitzman's site.