Shot by photographer Kelly Klein, who previously worked on Edelman campaigns in 2010 and 2011, the new ads are inspired by the idea of “laidback luxury”, and were shot in Palm Beach, Calif. The models’ faces are intentionally obscured in the photos, allowing the consumer to envision themselves in each moment.
“This series of images embodies the aspirational essence of our brand,” said Sam Edelman, designer, founder and division president for Sam Edelman. “We want to inspire our customer to live life well, with effortless style.”
The Sam Edelman Gigi thong sandal is featured as the hero product of the campaign, and is shown in an array of spring colorways. Images from the shoot will appear in print ads and an extensive digital and billboard campaign will launch in tandem.