Keds is kicking off Ladies First Since 1916, a new brand platform inspired by forward-thinking women who create their own path. For an added dose of girl power, the brand has tapped pop sensation Taylor Swift to star in the campaign.
Since Swift first became a brand ambassador for Keds in 2013, she has become a symbol of female empowerment in its advertisements. Her first campaign for the brand appealed to “brave girls” and “bravehearts.”
For the ‘Ladies First’ campaign, Keds spoke to 10,000 women in eight countries about female empowerment and arrived at the key themes of setting your own path and expressing yourself through a diversity of styles. The campaign features street style photos with headlines like “All dressed up with everywhere to go,” photographed over backdrops commissioned from female artists.
The Fall ’15 Keds collection offers up styles in wool and leather with a variety of autumnal patterns including metallic paisleys and leopard prints. It also includes a Taylor Swift capsule collection featuring the Champion shoe with prints that reference the singer’s career, including shoes based on Swift’s North America tour and 1989 album.
Chris Lindner, president of Keds, said, “Keds was originally created in 1916 to provide ladies with accessible, fashionable footwear to allow them to be who they wanted to be, and go where they wanted to go. Ladies First is a celebration of amazing women like Taylor Swift who are blazing new trails every day.”