Steve Madden has entered its augmented reality era. Wtf does that even mean, exactly? Good question! Basically, instead of doing a traditional photoshoot to showcase its fall 2022 collection, the brand invited campaign stars Chloe Cherry, LATTO, and Bella Poarch to model the new pieces in a virtual universe called Maddenwood (clever, right?!).
The imaginative campaign—which launched this morning on stevemadden.com—features QR Code technology to bring images to life, plus 30-second clips of Chloe, LATTO, and Bella immersed in the super psychedelic Maddenwood.
Although she’s new to working with the brand, Chloe told Cosmo exclusively that she’s been a Steve Madden girl for years.
“I had a Steve Madden at my local mall and always wanted to go there. I used to go window shopping and appreciate everything in it,” the Euphoria actress says, adding that her favorite memory of the iconic brand was seeing a pair of shoes on the street…and then buying them a few minutes later!
“I once saw this girl walking around NYC in these super cute boots and I thought, oh, I want those. And then I walked past Steve Madden and saw them in the window and went in to buy [them].”
When asked about the unique experience of shooting an augmented reality campaign, the star says her acting skills were put to the test as she posed and modeled the shoes against a green screen while “imagining the Madden world.”
Much like her own personal style—which Chloe describes as “eclectic and colorful” but also “classic and neutral”—she says the concept of the campaign is all about adventure. “My style goes all over the place just like I do in the Madden universe,” the actress explains.
As for her fave pieces? Chloe says the Hayward cowboy boots and the Tero knee-high boots are must-haves, adding that she also loves all the sparkly styles because “they stand out so much.”
Shop more clothes, shoes, and accessories from the new collection, available now on stevemadden.com, below!
Shop Maddenwood Clothes
Shop Maddenwood Shoes and Accessories
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