Keds, founded in 1916, is celebrating its centennial year with the launch of a new campaign starring a diverse group of tastemakers from the worlds of fashion, film, music, art and technology.
Dubbed the ‘Keds Collective’, the campaign utilizes the tagline “Ladies First Since 1916”, a nod to Keds’ history as one of the first companies to offer women accessible, fashionable footwear. Over the last 100 years, the brand has been worn by and associated with powerful and iconic women including Audrey Hepburn, Katherine Hepburn, Marilyn Monroe, Jackie O and Yoko Ono.
In the new campaign, Keds unites a diverse group of modern tastemakers, including actress Allison Williams, award-winning singer Ciara, and Grammy-nominated breakout musical artist Tori Kelly. Allison Williams joins the Collective as creative director and star of the brand’s two video shorts, titled “Woman’s Touch” and “Uncharted Territory,” while Ciara will collaborate on a signature shoe design that will be available at retail. Additional members include co-founder of Wearable Experiments Billie Whitehouse, musician and actress Soko, model Cailin Russo, blogger, actress and style icon Jamie Chung, and K-pop star Krystal Jung.
For Spring 2016, Keds will introduce several new product innovations including the Keds Custom Studio, which hands over the design reigns to consumers and offers an opportunity to customize a pair of Keds with exclusive patterns and materials. The studio will also bring to life each member of the Keds Collective’s own personal designs for consumers to peruse. New product stories for 2016 will feature fresh takes on the classic Keds Champion, innovative new fabrics and textiles, as well as the announcement of several collaborations and retail partnerships.