Paris: The luxury shoe brand Roger Vivier launches its ‘Un Air de Paris’ campaign for spring 2025, featuring Inès de la Fressange and focusing on its heritage with a contemporary twist. The campaign emphasises a global appeal through diverse representation and iconic Parisian imagery.
As it broadens its international footprint, the luxury shoe brand Roger Vivier is keen to showcase its profound connection to Paris while reaching out to global customers. The upcoming “Un Air de Paris” spring 2025 campaign, directed by creative head Gherardo Felloni and photographed by Marcin Kempski, aims to illustrate the brand’s heritage through iconic Parisian imagery.
Central to the campaign is Inès de la Fressange, a celebrated figure in the fashion scene, who embodies the essence of Parisian style. She is accompanied by her daughters, Violette and Nine D’Urso, introducing a generational aspect that acknowledges both tradition and contemporary relevance. The inclusion of award-winning Chinese actress Xin Zhilei further reflects the brand’s ambition to appeal to a diverse, global clientele.
“Paris is more than a city—it is a way of being, a rhythm, an attitude, a state of mind. Paris is Roger Vivier’s identity, shaping not only the refinement we stand for but also the way we tell our story. This campaign is a love letter to that identity, to the women who embody it,” Felloni told Footwear News. He further elaborated that the campaign is not simply nostalgic but rather focuses on “continuity, evolution,” asserting the importance of de la Fressange’s role as a longstanding ambassador for the brand.
The campaign is set against a backdrop of opulent Parisian settings, with locations such as wrought-iron staircases and checkered marble floors enhancing the visual storytelling. The D’Urso sisters are seen posing at the iconic Pont Alexandre III, where they showcase signature pieces including crystal-encrusted mini-bags and unique high-heeled sandals that feature the brand’s legendary ‘boule’ heel, designed in homage to the brand’s archives.
De la Fressange traced her long-standing relationship with the brand back to the 1990s when Roger Vivier himself sought her feedback on a shoe prototype. She noted the designer’s remarkable ability to merge extravagance with simplicity—a trait that continues under Felloni’s direction.
Nine D’Urso described her emotional bond with Paris, reflecting on how her experiences have shaped her relationship with both the city and the Roger Vivier brand. “When I think of fashion, I think of Roger Vivier,” she stated, highlighting the firm’s unique capability to blend historical roots with modern innovation. Meanwhile, Violette D’Urso recalled fond memories of her mother’s long-standing association with the brand and her own journey into the fashion world, recognising the foundational role of Roger Vivier in the evolution of modern footwear, particularly the stiletto heel.
Additionally, the campaign highlights standout pieces such as the Belle Vivier slingback shoes in various colour-block designs and the newly launched Belle Vivier bag, reminiscent of 1930s travel gear, showcasing the brand’s ability to innovate while respecting its heritage.
Xin Zhilei’s involvement in the campaign as a brand ambassador underscores Roger Vivier’s commitment to diverse cultural representation. Known for her acclaimed performances in works such as “Blossoms” and recent theatrical appearances, Zhilei adds a contemporary facet to the forward-thinking narrative of the campaign.
The launch of the “Un Air de Paris” campaign for spring 2025 not only illustrates Roger Vivier’s deep-rooted connection with its Parisian identity but also highlights the brand’s strategic adaptation to modern fashion dynamics, bridging traditional aesthetics and contemporary influences to remain a relevant player in a fast-evolving industry.
Source: Noah Wire Services
