2020 CAMPAIGN
On Set with
Serena Williams
Go behind the scenes of the
campaign shoot
featuring our new
global spokeswoman
20.5.2020
SW for SW

Stuart Weitzman’s 2020 Campaign,
starring our new global spokeswoman
Serena Williams, shines the spotlight
on women with the strength to stand as
pillars of hope and optimism for their
communities. This sentiment carries more
weight now than ever before, and it is
prominently conveyed through the striking
black-and-white campaign imagery captured
by photographer Ethan James Green.

Partnering with Serena for our new campaign
was a natural progression for SW. After all,
the bold trailblazer exemplifies the evolved
Stuart Weitzman brand ethos of Strength
in Femininity
: She has demonstrated
strength and resilience while overcoming
obstacles throughout her life and career. At
the same time, her courage and perseverance
underscore the message behind our 2020
Campaign, which highlights women who stand
as symbols of hope for their communities.

Stuart Weitzman’s 2020 Campaign, starring our new global spokeswoman Serena Williams,
shines the spotlight on women with the strength to stand as pillars of hope and optimism for their
communities. This sentiment carries more weight now than ever before, and it is prominently conveyed
through the striking black-and-white campaign imagery captured by photographer Ethan James Green.

Partnering with Serena for our new campaign was a natural progression for SW. After all, the bold trailblazer
exemplifies the evolved Stuart Weitzman brand ethos of Strength in Femininity: She has demonstrated
strength and resilience while overcoming obstacles throughout her life and career. At the same time,
her courage and perseverance underscore the message behind our 2020 Campaign, which highlights women
who stand as symbols of hope for their communities.

ON THE SET OF THE
CAMPAIGN SHOOT

The atmosphere behind the scenes was
upbeat, from the high-energy playlist Serena
chose to the feeling of camaraderie and
support from her team who cheered her on
the entire time. Among them were makeup
artist Natasha Gross and hairstylist
Angela Meadows, who along with stylist
Gabriella Karefa-Johnson, helped bring
the campaign’s message of women lifting up
their communities to life in their own ways —
while simultaneously bringing Serena’s natural
beauty to the forefront.

Stylist Gabriella Karefa-Johnson's goal was to
showcase Serena’s innate confidence through
her wardrobe and shoes. “I really wanted
Serena to feel and look like the phenomenal
woman she is; the very image of strength,
beauty and grace,” she tells SW SPOTLIGHT.
To achieve this, she decided on an all-white
palette — a chic blank slate — which
provided the “flexibility to explore and mine
the dynamic personality of Serena.”
Ultimately, she achieved her vision of
“elegance incarnate,” explaining that it was
“all about showing all sides of this
unstoppable woman, mother and athlete.” 

Makeup artist Natasha Gross reunited with
Serena on the set of the shoot. For our
campaign, she chose to enhance Serena's
natural features instead of going for an
elaborate look. “Less is more,” she says
of her approach, adding “you should never
transform yourself into something
unrealistic.” Both she and Serena loved the
finished look. “It defined her personality —
strong and feminine,” Natasha explains.

Similarly, hairstylist Angela Meadows, who
has worked with Serena for over 10 years,
used her unique perspective and artistry to
bring out the message of the campaign.
“I wanted Serena to be timeless and modern,”
she says of the side-parted, sleek long
ponytail look she created. “I wanted
to allow Serena’s face to be the focal point.”
Keeping this stylistic direction consistent
throughout the entire shoot, she noted that it
“captured her confidence and beauty and
reflected the power, strength
and beauty of a woman.”

The atmosphere behind the scenes was upbeat, from the high-energy playlist Serena
chose to the feeling of camaraderie and support from her team who cheered her on the entire time.
Among them were makeup artist Natasha Gross and hairstylist Angela Meadows, who along with stylist
Gabriella Karefa-Johnson, helped bring the campaign’s message of women lifting up their communities
to life in their own ways — while simultaneously bringing Serena’s natural beauty to the forefront.

Stylist Gabriella Karefa-Johnson's goal was to showcase Serena’s innate confidence through her
wardrobe and shoes. “I really wanted Serena to feel and look like the phenomenal woman she is; the very
image of strength, beauty and grace,” she tells SW SPOTLIGHT. To achieve this, she decided on
an all-white palette — a chic blank slate — which provided the “flexibility to explore and mine the dynamic
personality of Serena.” Ultimately, she achieved her vision of “elegance incarnate,” explaining
that it was “all about showing all sides of this unstoppable woman, mother and athlete.” 

Makeup artist Natasha Gross reunited with Serena on the set of the shoot. For our campaign,
she chose to enhance Serena's natural features instead of going for an elaborate look. “Less is more,” she says
of her approach, adding “you should never transform yourself into something unrealistic.” Both she and
Serena loved the finished look. “It defined her personality — strong and feminine,” Natasha explains.

Similarly, hairstylist Angela Meadows, who has worked with Serena for over 10 years,
used her unique perspective and artistry to bring out the message of the campaign.
“I wanted Serena to be timeless and modern,” she says of the side-parted, sleek long ponytail look
she created. “I wanted to allow Serena’s face to be the focal point.” Keeping this stylistic direction consistent
throughout the entire shoot, she noted that it “captured her confidence and beauty and reflected
the power, strength and beauty of a woman.”