Caroline Vreeland’s New Campaign Is ’90s Grunge-Meets-‘70s Glamour

The It Girl stars in Steve Madden’s latest campaign

July 26, 2017

It’s almost hard to believe that throughout Steve Madden’s 27 years in the shoe game, he’s never officially named a face for his brand—until now.

Back in June, we learned that singer-songwriter, actress, and all-around It Girl Caroline Vreeland would be the first to take on the title, a coveted one by anyone who grew up in the '90s. Vreeland had already launched the very ‘90s “Choose Your Platform” campaign for the brand; now, for Fall 2017, she rejoins Steve Madden as it moves forward in a fun new direction.

If you were expecting another collection that remains true to its founding era, you won’t be disappointed. However, Fall 2017 takes on this era's classic grunge look and complements it with ‘70s glamour in a totally refreshing way. The latest offering includes edgier styles, paying homage to the “dangerous beauty” of style icons such as Debbie Harry and Vreeland herself.

The result? Everything from chunky combat boots to sky-high, colorful platforms. Vreeland is photographed posing on gritty New York streets in the new footwear, as well as with a sparkling, patch-covered handbag.

So, who is this new Steve Madden girl? According to Vreeland: “She’s fashion-forward. Brave. Free-spirited.” Madden himself is treating this new chapter as an almost total rebirth of the brand: “The Steve Madden girl of today is the daughter of the Steve Madden girl of yesterday,” he says. “She’s influenced by her mom, but also by today’s fashions.”

The new collection hits stores today and is available online at SteveMadden.com. Click through the gallery below to check out some of our new favorites.