STEVE Madden Loft party
Steve Madden Loft Party celebrates the intersection of
individuality, creativity, and New York grit, embodying
Steve Madden’s rebellious spirit and product-obsessed ethos.
Steve Madden Loft Party is a love letter to New York: timeless,
diverse, and unapologetically authentic. This event is for the bold,
and the lovers of Steve Madden.
THE CHALLENGE
Launch Steve Madden's holiday collection in London with the same bold, unapologetic energy the brand is known for in NYC. The answer? A social-first influencer event designed to turn heads, flood feeds and bring a slice of New York attitude to the capital.
The event
A standout venue in Southwark was transformed into a high-energy NYC-style loft party, creating the perfect backdrop to launch the Steve Madden holiday collection in London. A carefully curated influencer guest list placed the right creators at the centre of the experience, fully immersed in the night. Guests pre-ordered their favourite pair ahead of the event, arriving already styled in their chosen shoes before receiving a second pair to customise on the night.
THE CREATIVE
A bold, NYC-inspired creative rooted in attitude and spontaneity. Hand-drawn lipstick illustrations bring a raw, imperfect, DIY feel, layered over Polaroids from the A/W collection to add authenticity and nostalgia.
The mix of scribbles, candid imagery, and tactile textures creates a lo-fi, nightlife aesthetic that feels personal, expressive, and true to the brand’s New York energy.
Results
+40
Influencers on the night
+100
Social posts from influencers
+3.5M
Followers reached
Event creative loved so much it was flown back to head office in NYC
Team
Communications Director: Fiona May
Creative:
Art Direction and Event Branding
Senior Designer: Charlie Little
Photography and Video
Creative Video Manager: Owen Barbet
Experiential:
Head of Brand Experience: Hannah Jones
Experiential Account Director: Naomi Batchelor
Experiential Senior Account Executive: Emma Smith
Marketing Manager: Becky Reynolds
PR:
PR and Comms Senior Account Director: Lauren Fisher
PR Senior Account Executive: Ilana Kneafsey
Social: