Manila, Philippines — Famously spot-on-chic shoe brand Steve Madden has launched an immersive augmented reality global campaign for Fall 2022, a bold and psychedelic universe called ‘Maddenwood’— featuring singer and TikTok star Bella Poarch, rapper Latto and actress Chloe Cherry.
‘Maddenwood’ imagines a world where the brand’s latest styles allow consumers to become whomever they want to be…whenever and wherever they want… with no need for views or likes — just put on a pair of Maddens that speak to you and you’re in.
Through cutting edge augmented reality smartphone tech, consumers are brought into the emerging virtual landscape of the metaverse, right into the heart of ‘Maddenwood’ to experience the world Bella, Latto, and Chloe find themselves in once slipping on a pair of Madden’s.
“We’ve always been forward-thinking with a clear sense of the brand and our consumer. ‘Maddenwood’ is the manifestation of that mindset at its most aspirational,” Steve Madden shared in a statement.
“I’m a big movie buff and am fascinated by the whole idea of Hollywood. Here we are creating our own version of Hollywood the Madden way,” the designer added.
At the center of the campaign are three ‘Maddenwood’ videos that blend a combination of retro references from Andy Warhol’s iconic “screen tests” of the 60’s to the low-fi aesthetics of the 80’s and 90’s. ‘Maddenwood’ ultimately explodes into a hi-fi mind-altering animated world where the shoes represent the wearer’s most unapologetic version of themselves as exemplified in the videos featuring Bella, Latto, and Chloe’s “auditions.”
TikTok musical superstar BELLA POARCH, one of the most followed personalities on the global platform with close to 91 million followers, rocks Steve Madden Finite boot, filling the sky with chrome-lidded eyes… all focused on her, looking fierce and feminine on a winding highway to fame.
2022 Best New Artist MTV VMA nominee Latto’s double-platform Cypress boots morph her into a graceful modern queen whose gaze does way more than turn folks to stone. Meanwhile, Euphoria’s Chloe’s Paloma Mary Janes play off Madden’s iconic “big head” ads with the space exploding with sweet and sexy imagery inspired by Chloe’s signature lips as she walks her pet baby chick, another iconic image from the brand’s 90’s ads.
In the Philippines, Steve Madden is exclusively distributed by Stores Specialists, Inc., and is located at Central Square in Bonifacio High Street Central, Alabang Town Center, Ayala Center Cebu, Greenbelt 5, Trinoma, Shangri-La Plaza, SM Mall of Asia, Robinson’s Manila, and online at Trunc.ph, Zalora, and Lazada. Visit www.ssilife.com.ph, subscribe to our SSI LIFE YouTube Channel, and follow @ssilifeph on Instagram and Facebook for more information.