Ive made no secret at the fact that both Ladybug and I love shoes… So you can imagine how excited I got when I received this latest from Edgars (yes I did the whole squeal thing too)
Edgars Shoe Gallery, a new speciality chain of shoe stores rolling out in South Africa, is in full bloom this summer and Justine Stafford (content director at John Brown Media who produce Edgars Club magazine) shares some details behind the fresh new season collection.
“I’m all over the floral trend right now! Seen on the runway shows of Spring/Summer 2013 collections for designers like Prada, Chanel and Alexander McQueen – and also on countless streetstyle blogs – florals are a fun and fresh way of embracing the new season,” commented Justine.
There are six Edgars Shoe Gallery stores in South Africa at the moment (with more on their way), offering a wide variety of local and international shoe brands, including Steve Madden, ALDO, Polo, Sissy Boy and many more. To perfectly capture the runway trend, Edgars directed John Brown Media (the team behind the successful monthly Edgars Club magazine) to create a bold and exciting campaign that would resonate with fashion-savvy shoppers.
The campaign aims to showcase ‘Shoes As Art’, with beautiful shoes featuring as the hero of every fashion-forward shot. Paired with intricate overlays, every image creates beautiful artworks of floral fantasia. Oversized floral window vinyls frame the shoes displayed in the window, while giant white frames display shoes and campaign images in-store, creating a (fashionably footed!) Garden of Eden showcase.
The campaign was shot in Cape Town by photographer Caroline McClelland and styled by renowned Fashion Director, Bev Nates. It also features a beautiful new face from Namibia: An’Mire – whose mohawk and ear cuff added just the right amount of edge to the campaign. As for Angelo from BOSS Models, well, what more can you say about a man that looks this good so effortlessly?
If you’re in the vicinity of an Edgars Shoe Gallery store, then make sure you pop in to shop the selection of hot international brands as well as the high-fashion private label collections. Alternatively visit the Edgars Shoe Gallery Pinterest page (insert link) for some inspiration and shoe eye candy.
Edgars Shoe Gallery Stores:
Shoe Gallery Bloemfontein
Shoe Gallery Benoni Lakeside
Shoe Gallery Kerk St
Shoe Gallery Chatsworth
Shoe Gallery Phalaborwa
Shoe Gallery Umtata