The full story from WWD:
Sam Edelman is marching into 2013 with Kate Upton by its side.
The New York-based footwear brand has tapped the model for its new digital and print advertising campaign that will roll out starting Monday and run for six months.
Shot in an undisclosed location in New York City by ad impresario David Lipman, the campaign pays tribute to Edelman’s urban heritage and is part of a larger strategy for the brand as it strives to grow into a lifestyle player.
“It felt like the right time,” said Sam Edelman, designer and division president of his brand. “We had a major ad campaign with Charlotte Kemp Muhl 18 months ago. It carried us for a long time. [By choosing Kate,] it was a hell of a decision to go with an indie girl.”
Lipman echoed that sentiment. “We chose Kate because she isn’t stick thin. She’s beautiful and all-American,” he said.
The 5-foot, 10-inch Upton, who is, for the record, merely considered “curvy” for a model, was spotted wearing a pair of Edelman equestrian-style boots. That’s when the potential partnership clicked, and Lipman and Edelman called her in.
See more of Kate in promotional pictures next!