Calvin Klein – “Downtown” Featuring Rooney Mara and Yeah Yeah Yeahs
The ad was directed by the one and only David Fincher who works his brilliance setting Mara as a young Hollywood star with a human element in the ad.
As pioneers in innovative footwear, Vionic celebrates women's empowerment with the launch of The Secret campaign this Thursday, February 15th. The campaign inspires women to take part in a movement, encouraging them to break free from the discomfort of painful shoes. The Secret debunks the idea that style has to hurt and believes fashion should empower women to live their best lives and never hold them back, thus the Vionic motto, Style. It doesn’t have to hurt.
"The Vionic brand and creative really spoke to me. I was so excited to work on a project that I could personally relate to. It’s about time for women to free themselves from the painful, outdated forms of fashion. We wanted to celebrate the fact that women deserve to look and feel good – and they’ll blow things up if necessary. I took all my visceral memories of painful heels and channeled them into the making of this video. It was a cathartic experience, to say the least. And, every time a woman watches the video and exclaims, “oh hell yeah!" – we're right there with them," says Cali Bondad.
Mad Dogs & Englishmen Co-ECD’s Jon Soto and Nick Cohen have shared in developing the ad, that “Any boyfriend or husband who has watched their loved one suffer wearing painful heels has immediate empathy. We wanted Vionic to give women a chance to unload all that pent up rage!”
Vionic President Connie X. Rishwain (former president of UGG) is available for interview to discuss the campaign as well as the evolution of the Vionic brand, her successes in diversifying businesses, strengthening retail relationships, and developing a strong brand leadership team.
The campaign partners Vionic with top fashion blogger Julia Engel of Gal Meets Glam who will host a kick-off “Secrets to Spring Style” event with Elle magazine at Lord & Taylor in New York City on February 27th from 6pm-8pm and open to the public. This will be the first of a six-city at Lord & Taylor, Dillard’s and the Vionic Pop-Up store with events following in San Francisco, Orlando, Scottsdale, Cincinnati, and Dallas. Julia will lead over 300 micro-influencers over the course of 4 months, who will style Vionic's fashionable and comfortable Spring/Summer 2018 footwear on social media, sharing insider tips and encouraging people to #DiscoverTheSecret.