Forget Karlie or Kendall. For fall, Sam Edelman has forgone the typical top model route in favor of a girl better known for her Instagram than runway walk: California-based blogger Rocky Barnes. The campaign, shot by Patrick Demarchelier, is the latest iteration of the brand’s “Sam’s Girl” message, which began in 2014. “We broke the rules by asking Patrick to shoot a social influencer. We are a young, socially aware brand and we recognize the importance of girls like Rocky,” said Sam Edelman, designer, founder and president of the Sam Edelman division of Caleres. “She has a tremendous following, her social presence resonates with our customer and she’s a true fan of the brand.”
Barnes, who frequently posts fashion-driven images of herself, boasts 594,000 followers on Instagram. The images, shot in Demarchelier’s New York studio, show Barnes wearing Sam Edelman’s full range, including apparel, jewelry, handbags and footwear.
The advertisements debut with an eight-page story in Vogue’s September issue; previously, the brand introduced its spring campaign with a six-page spread in the publication’s March issue. “The influence of social media on the Sam Edelman girl and our brand is so important right now,” said Edelman.