The award-winning athlete, entrepreneur, philanthropist and mother — who first debuted as the SW global spokeswoman in May — returns to the SW family to star in our Fall 2020 Campaign. She’s wearing the boots of the Fall 2020 Collection designed for high fashion and high function. She’s in the hottest trends. She’s in the most comfortable boots. She’s in everything you need for fall.
And that's not the only reason this campaign is a memorable one. What’s equally incredible is how it came to life: In the middle of the COVID-19 pandemic, in multiple states on multiple days and with the highest of safety protocols integrated into every aspect. Some elements were conducted virtually. It's a fashion campaign shoot symbolic of 2020 — full of new territory, extraordinary circumstances and a resilient approach.
Up first: Serena Williams. Taking place mere weeks before her appearance at the U.S. Open, the team behind the campaign carefully timed the shoot to take place in between her practice sessions. Then, they created an outdoor photo studio on a tennis court. And it was a safe one at that, with only 10% of the standard crew size in attendance, everyone socially-distanced on set and many others coordinating logistics via Zoom.
The on-site creative team also featured a few familiar faces from her debut 2020 Campaign. This includes photographer Ethan James Green, whose striking black-and-white imagery captures the dynamism of Serena’s spirit. Meanwhile, stylist Gabriella Karefa-Johnson, makeup artist Natasha Gross and hairstylist Angela Meadows reunited to create a sleek and polished look for Serena to complement the boots of the season.
“I love the way I feel in Stuart Weitzman boots. They're beautiful and stylish but also so versatile and comfortable, I can pair them with anything and wear them all day!" says Serena Williams. "With my busy schedule I need shoes that can transition from day to night, and also allow me to keep up with my daughter.”
And there’s more!
After a post-Serena shoot quarantine, the team headed to the studio of renowned still-life photographer Robin Broadbent. There, he turned his signature illustrative aesthetic to the collection’s boldest boots.
His pictorial approach captures each silhouette in exquisite jewel-like detail and highlights the thoughtful design, meticulous engineering and made-in-Spain craftsmanship of the boots.
And about those boots? They’re head-turning, to say the least.
Each boot style in the campaign elevates a key seasonal trend, while also maximizing comfort. The PARTON to-the-knee boots stand out with a flared sculptural heel and a structured tube silhouette. The KOLBIE lace-up boots offer an elegant spin on the lug-sole by way of a chain link detail on the welt and metallic eyelet hardware. Finally, the CARESSA 80 stretch mid-calf boots are distinguished by a modern square-toe and are further defined by the brand’s signature sleek, second-skin fit and an angular block heel.
For inspiration, SW Head of Design Edmundo Castillo drew upon the unwavering energy of New York.
"I recently have found incredible inspiration after connecting one-on-one with our customers in our new virtual world, and then walking around New York City and seeing women walking with such confidence," says Edmundo Castillo. "Even in times of uncertainty, I discovered they longed to dress up for themselves. I loved this idea, which is why I designed the collection with these women in mind, creating pieces to inspire them with fashion details, pieces so comfortable that they stay in their closets forever."
Explore the full Fall 2020 Campaign edit on stuartweitzman.com.