WASSON’S NEW ROLE: Rockport is on a mission to enhance its fashion quotient.
The Adidas-owned footwear brand has brought model Erin Wasson on board to be the official face of its fall women’s shoe collection. The campaign, which will launch on Sept. 1, will focus on “A Day in the Life of a Model,” and was shot at the Divine Studio in the East Village and at the James hotel in New York City last week. Wasson was depicted in both day and night scenes.
This story first appeared in the April 10, 2012 issue of WWD. Subscribe Today.
“Rockport targets the metropolitan professional,” said Daniel Tschuemperlin, senior vice president of product and brand management for Rockport. “We were looking for someone who represented a sexy, savvy metropolitan person and Erin represented this.” He said that in addition to her modeling career, Wasson is a jewelry designer and actress. Rockport has a reputation for making comfortable shoes, but the goal of this campaign is to tell the consumer it can be fashionable as well. As a result, Wasson is photographed wearing a high-heeled bootie while going about her daily routine.
“We’re trying to build the fashion credibility of the brand,” Tschuemperlin said. “We did it in men’s about four years ago, now we’re following up with women’s.” As for being Rockport’s “brand ambassador,” Wasson said, “It’s a truly authentic American brand, and that’s important to me, being from Texas.”
Wasson, who has been a face of Maybelline as well as a design collaborator with RVCA and Zadig & Voltaire, is looking forward to the June 22 release of “Abraham Lincoln: Vampire Hunter,” the film in which she plays a vampire named Vadoma.
The Rockport campaign was shot by Guy Aroch and was styled by Clare Richardson. The company is still finalizing its media but it will include digital, social media and public relations initiatives on top of traditional print and outdoor media.