Via Spiga Collaborates with Vogue Magazine For Fall 2007 Campaign

The women’s footwear brand launches its fall 2007 consumer communications campaign in Vogue magazine’s September issue, known by connoisseurs of couture to be the publication’s largest issue of the year, and a trusted indicator of autumn fashion trends. The new campaign, featuring the tagline “Stop Traffic. Italian Style.” was created in partnership with Vogue’s in-house creative agency, Vogue Studio.

“Through our consumer research, we know that the Vogue reader and the Via Spiga woman share a passion for chic, sophisticated fashion. Vogue has an intimate understanding of our consumer, and how we want to communicate with her,” said Brown Shoe Senior Vice President-Marketing Terri Rawson. “"Women see Via Spiga as luxury they can incorporate into their everyday lives, not just for special occasions. The campaign we've created with Vogue captures that sensation in the imagery, with a cosmopolitan attitude that is reflective of the Via Spiga woman."

The new campaign is set against a backdrop of city streets, with models in motion and styled head-to-toe with Via Spiga handbags, belts, sunglasses, hosiery, suiting and coats, in addition to footwear. Celebrated Vogue photographer Arthur Elgort directed the photo shoot, which quite literally stopped traffic on Manhattan streets. Because Via Spiga footwear is designed to embody the spirit of modern Italian design, Vogue Studio conceptualized and styled the campaign in the spirit of the exclusive and sophisticated Via della Spiga in Milan, a boutique-filled avenue that attracts those who desire to stroll and shop, see and be seen.

"The new campaign emphasizes a lifestyle, expressing an urban chic that reflects the glamour and confidence of Via Spiga," says Deborah Cavanagh, Associate Publisher of Creative Services for Vogue. "It invites women to connect with the expressive flair of Italian style and claim it for their own."

Beyond their Vogue debut, the Via Spiga images are part of an integrated media campaign constructed to reach consumers at home, online and as they go about their day. Advertising will also run in Lucky and W magazines, and the imagery will appear on buses and bus shelters around Manhattan. Additionally, shoe lovers can access “behind the scenes” video of the campaign photo shoot, including an interview with Via Spiga designer Dylan Plater, on the newly launched web site ShopVogue.TV. The site provides an online network with four channels of original programming featuring designer interviews, trend reports and views of designer runway shows in Milan, Paris, London and New York. During the “Behind the Lens” feature on Via Spiga, photographer Elgort guides consumers through his creative process for capturing “fashion-action pictures.”