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    2020 Campaign

    On set with Serena Williams

    Go behind the scenes of the
     campaign shoot
     featuring our new
     global spokeswoman

    5.21.2020

    SW for SW

    Stuart Weitzman’s 2020 Campaign, starring our new global spokeswoman Serena Williams, shines the spotlight on women with the strength to stand as pillars of hope and optimism for their communities. This sentiment carries more weight now than ever before, and it is prominently conveyed through the striking black-and-white campaign imagery captured by photographer Ethan James Green.

    Partnering with Serena for our new campaign was a natural progression for SW. After all, the bold trailblazer exemplifies the evolved Stuart Weitzman brand ethos of Strength in Femininity: She has demonstrated strength and resilience while overcoming obstacles throughout her life and career. At the same time, her courage and perseverance underscore the message behind our 2020 Campaign, which highlights women who stand as symbols of hope for their communities.

    On The Set Of The Campaign Shoot

    The atmosphere behind the scenes was upbeat, from the high-energy playlist Serena chose to the feeling of camaraderie and support from her team who cheered her on the entire time. Among them were makeup artist Natasha Gross and hairstylist Angela Meadows, who along with stylist Gabriella Karefa-Johnson, helped bring the campaign’s message of women lifting up their communities to life in their own ways — while simultaneously bringing Serena’s natural beauty to the forefront.

     

    Stylist Gabriella Karefa-Johnson's goal was to showcase Serena’s innate confidence through her wardrobe and shoes. “I really wanted Serena to feel and look like the phenomenal woman she is; the very image of strength, beauty and grace,” she tells SW SPOTLIGHT. To achieve this, she decided on an all-white palette — a chic blank slate — which provided the “flexibility to explore and mine the dynamic personality of Serena.” Ultimately, she achieved her vision of “elegance incarnate,” explaining that it was “all about showing all sides of this unstoppable woman, mother and athlete.”

    Makeup artist Natasha Gross reunited with Serena on the set of the shoot. For our campaign, she chose to enhance Serena's natural features instead of going for an elaborate look. “Less is more,” she says of her approach, adding “you should never transform yourself into something unrealistic.” Both she and Serena loved the finished look. “It defined her personality — strong and feminine,” Natasha explains.

    Similarly, hairstylist Angela Meadows, who has worked with Serena for over 10 years, used her unique perspective and artistry to bring out the message of the campaign. “I wanted Serena to be timeless and modern,” she says of the side-parted, sleek long ponytail look she created. “I wanted to allow Serena’s face to be the focal point.” Keeping this stylistic direction consistent throughout the entire shoot, she noted that it “captured her confidence and beauty and reflected the power, strength and beauty of a woman.”

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