The $1.5 million campaign from Hampel/Stefanides, New York, is a study in contradictions. One ad, for example, features a June Cleaver-type homemaker bearing a tattoo under her cashmere cardigan.
The tagline is "A fashion statement is born."
"We're reflecting the attitude of our customer, who has taken a mix of the past four decades in her fashion choices. We're using retro images, but twisting it," said Michelyn Camen, image director for Steve Madden.
The company recently expanded beyond shoes, signing licensees for handbags and sunglasses. It is pursuing deals in apparel and, possibly, cosmetics.
An internally produced line extension was introduced in March-a T-shirt line