Serena Williams
 Makes Her SW Debut

Introducing
 The Campaign

Stuart Weitzman is proud to announce Serena Williams as its new global spokeswoman, a relationship that started at the beginning of the year. The tennis trailblazer, social change leader and mother stars in the new 2020 Campaign, which highlights women as pillars of hope and optimism for their communities.

Serena exemplifies this sentiment first as a mother, and also as someone who has demonstrated resilience and courage to overcome obstacles throughout her career. Inspired by this, the campaign features her on a platform, standing tall in silhouettes designed to lift you up. Coupled with the confident energy Serena emanates, the campaign reinforces the notion that women possess the innate strength to be symbols of hope for their communities — a message that is especially relevant right now. "Now, more than ever, is a moment to focus on hope and moving forward," Serena explains. "I want women of every generation to be inspired to do so, one step at a time."

The Message Behind The Campaign

At the same time, the 2020 Campaign is part of Stuart Weitzman's ongoing philanthropic partnership with Vital Voices Global Partnership, an international nonprofit dedicated to investing in women leaders who drive global change. Together with Serena Williams, Stuart Weitzman has selected two women leaders — and their organizations focused on lifting up women of color — who have stepped up to support vulnerable communities in the midst of COVID-19. These leaders are Sage Ke'alohilani Quiamno, co-founder of Future For Us — a platform dedicated to advancing women of color at work — and Ashlee Wisdom, founder of Health In Her HUE, a platform that connects Black women to the healthcare providers, services and resources that are committed to their health and well-being.

The Making
 Of The Campaign

The black-and-white campaign images were shot by photographer Ethan James Green. Green, whose work is known for reflecting authentic beauty, has photographed for publications including i-D Magazine, VOGUE and Vanity Fair. Makeup artist Natasha Gross and hairstylist Angela Meadows were also on set at the shoot, where they created an ultra-sleek look to complement Serena’s monochromatic wardrobe. Stylist Gabriella Karefa-Johnson selected an all-white palette to draw attention to the shoes, a range she describes as “classic and refined to elegant and bold to sleek and sexy — all facets that could describe our muse.”

The Silhouettes

Stuart Weitzman shoes are engineered to help women to feel confident and comfortable by melding fashion, function and fit in every design. This holds true for the bold and timeless styles worn by Serena in the campaign, each of which is available in a range of extended sizes and widths. The silhouettes include the square-toe ALEENA slide, a striking, minimalist design that offers a twist on SW’s signature double-strap NUDIST sandal; the sculptural ANNY pump; and the coveted MANILA lug-sole loafer, reintroduced with a monochromatic sole and updated hardware.

“I’ve been wearing [Stuart Weitzman shoes] for probably over a decade now and they’re a real staple in my closet,” Serena says of why she loves the brand. But there's one more reason:
 “Most of all… it’s SW and it has my initials.”