The new campaign channels the vibrant spirit of the 1990s with a short film showcasing the latest footwear styles, highlighting cultural moments from the era.
Steve Madden has unveiled its spring 2025 advertising campaign, featuring prominent content creator Tefi Pessoa as the face of the initiative. The campaign draws inspiration from notable pop culture moments of the 1990s and is illustrated through a short film where Pessoa hosts a segment titled “SMtv’s House of Steve,” guiding viewers through the latest trends of the season.
The campaign’s short film was shot at The Box, a nightclub located in New York City, and showcases a vibrant array of performers including dancers, showgirls, drag queens, and trapeze artists. The soundtrack is set to Salt-N-Pepa’s iconic 1993 hit “Shoop,” enhancing the nostalgic yet contemporary theme of the campaign, which is directed by Steven Brahms.
In a statement shared with Footwear News, Pessoa reflected on the cultural impact of the 1990s, stating, “The 90’s made fashion feel like a cultural event. Everything felt major, from the way trends were introduced to how they became part of our identity. This campaign taps into that same energy by making every moment feel fun, fearless and full of personality.”
The spring 2025 footwear line incorporates several styles that pay homage to Steve Madden’s ’90s heritage. Among the highlighted designs are the gold leather Cary mule, a new low-top lace-up sneaker named Verdict available in seven color options, and the Riggs boot made from banana leather, designed to sit just below the knee.
Pessoa further emphasized the significance of 1990s fashion in her remarks, saying, “There’s a boldness to Steve Madden that just is the 90’s, no one can deny that. The platforms, the attitude, the feeling that you’re a little rebellious just by putting on a pair of shoes. I love seeing that energy in a new generation in shoes I used to love, too.” She also noted, “I think showing them that fashion isn’t just about what you wear, it’s about who you become when you wear it is a part of us we should fearlessly explore too is important.”
Steve Madden himself commented on the brand’s enduring influence, recalling, “In the ‘90s, we were the go-to brand for footwear. It was a different time — New York was all about utility shoes, plaid, and platforms. We’ve evolved, but those styles still influence us.”
Consumers can now shop the spring 2025 collection both online and in physical retail locations.
Source: Noah Wire Services
