2020 CAMPAIGN
Serena Williams
Makes Her SW Debut
Our new global spokeswoman highlights women
as pillars of hope and optimism for their communities
Our new global spokeswoman
highlights women as pillars of hope
5.5.2020
INTRODUCING
THE CAMPAIGN

Stuart Weitzman is proud to
announce Serena Williams as its new
global spokeswoman, a relationship that started
at the beginning of the year. The tennis trailblazer,
social change leader and mother stars in the
new 2020 Campaign, which highlights
women as pillars of hope and optimism
for their communities.

Serena exemplifies this sentiment
first as a mother, and also as someone who
has demonstrated resilience and courage to
overcome obstacles throughout her career.
Inspired by this, the campaign features her on
a platform, standing tall in silhouettes
designed to lift you up. Coupled with the
confident energy Serena emanates,
the campaign reinforces the notion that
women possess the innate strength to be
symbols of hope for their communities — a
message that is especially relevant right now.
“Now, more than ever, is a moment to focus
on hope and moving forward,” Serena
explains. “I want women of every generation
to be inspired to do so, one step at a time.”

Stuart Weitzman is proud to announce Serena Williams as its new global spokeswoman, a
relationship that started at the beginning of the year. The tennis trailblazer, social change leader and mother
stars in the new 2020 Campaign, which highlights women as pillars of hope and optimism for their communities.

Serena exemplifies this sentiment first as a mother, and also as someone who has demonstrated resilience and
courage to overcome obstacles throughout her career. Inspired by this, the campaign features her on a
platform, standing tall in silhouettes designed to lift you up. Coupled with the confident energy Serena
emanates, the campaign reinforces the notion that women possess the innate strength to be symbols of hope
for their communities — a message that is especially relevant right now. “Now, more than ever, is a moment
to focus on hope and moving forward,” Serena explains. “I want women of every generation
to be inspired to do so, one step at a time.”

THE MESSAGE
BEHIND THE CAMPAIGN

At the same time, the 2020 Campaign
is part of Stuart Weitzman’s ongoing
philanthropic partnership with
Vital Voices Global Partnership, an
international nonprofit dedicated to investing
in women leaders who drive global change.
Together with Serena Williams, Stuart Weitzman
has selected two women leaders — and their organisations focused on lifting up women
of colour — who have stepped up to support
vulnerable communities in the midst of COVID-19.
These leaders are Sage Ke’alohilani Quiamno,
co-founder of Future For Us — a platform
dedicated to advancing women of colour
at work — and Ashlee Wisdom, founder of
Health In Her HUE, a platform that connects Black women to the healthcare providers,
services and resources that are committed
to their health and well-being.

At the same time, the 2020 Campaign is part of Stuart Weitzman’s ongoing
philanthropic partnership with Vital Voices Global Partnership, an international nonprofit dedicated
to investing in women leaders who drive global change. Together with Serena Williams, Stuart Weitzman has selected
two women leaders — and their organisations focused on lifting up women of colour — who have stepped up to support
vulnerable communities in the midst of COVID-19. These leaders are Sage Ke’alohilani Quiamno, co-founder of
Future For Us — a platform dedicated to advancing women of colour at work — and Ashlee Wisdom, founder of
Health In Her HUE, a platform that connects Black women to the healthcare providers, services and
resources that are committed to their health and well-being.

THE MAKING
OF THE CAMPAIGN

The black-and-white campaign images were shot
by photographer Ethan James Green.
Green, whose work is known for reflecting
authentic beauty, has photographed for
publications including i-D Magazine, VOGUE
and Vanity Fair. Makeup artist Natasha
Gross
and hairstylist Angela Meadows
were also on set at the shoot, where they
created an ultra-sleek look to complement
Serena’s monochromatic wardrobe. Stylist
Gabriella Karefa-Johnson selected an
all-white palette to draw attention to the
shoes, a range she describes as “classic and
refined to elegant and bold to sleek and sexy
— all facets that could describe our muse.”

The black-and-white campaign images were shot by photographer Ethan James Green.
Green, whose work is known for reflecting authentic beauty, has photographed for publications including
i-D Magazine, VOGUE and Vanity Fair. Makeup artist Natasha Gross and hairstylist Angela Meadows were
also on set at the shoot, where they created an ultra-sleek look to complement Serena’s monochromatic
wardrobe. Stylist Gabriella Karefa-Johnson selected an all-white palette to draw attention to the shoes,
a range she describes as “classic and refined to elegant and bold to sleek and sexy — all facets
that could describe our muse.”

THE SILHOUETTES

Stuart Weitzman shoes are engineered to help
women to feel confident and comfortable by
melding fashion, function and fit in every
design. This holds true for the bold and
timeless styles worn by Serena in the
campaign, each of which is available in a range
of extended sizes and widths. The silhouettes
include the square-toe ALEENA slide, a
striking, minimalist design that offers a twist
on SW’s signature double-strap NUDIST
sandal, and the sculptural ANNY pump.

“I’ve been wearing [Stuart Weitzman shoes]
for probably over a decade now and they’re
a real staple in my closet,” Serena says of
why she loves the brand. But there's one
more reason: “Most of all…
it’s SW and it has my initials.”

Stuart Weitzman shoes are engineered to help women to feel confident and comfortable
by melding fashion, function and fit in every design. This holds true for the bold and timeless styles worn by
Serena in the campaign, each of which is available in a range of extended sizes and widths. The silhouettes
include the square-toe ALEENA slide, a striking, minimalist design that offers a twist on SW’s signature
double-strap NUDIST sandal, and the sculptural ANNY pump.

“I’ve been wearing [Stuart Weitzman shoes] for probably over a decade now
and they’re a real staple in my closet,” Serena says of why she loves the brand.
But there's one more reason: “Most of all… it’s SW and it has my initials.”