American-born footwear brand Steve Madden has pulled together a bridal collection specifically for the Australian market, and tapped a locally renowned stylist to help promote it.
Featuring 30 curated styles, the new RSVP Edit covers heels, bags and clutches adorned with pearl embellishments, lace, satin finishes and bows, and is set to launch on Steve Madden’s Australian website and across its stores nationally.
Megan Cross, a Melbourne-based fashion stylist who has dressed celebrities and corporate clients for runway premieres and red carpets, will front the campaign launch of the Edit. According to Cross and Steve Madden, brides are increasingly turning to stylists and fashion personalities for inspiration and purchasing decisions, which is a key reason for their partnership.
Alongside imagery and video shots, the campaign also offers a behind-the-scenes look at the creative process, documenting the curation sessions, styling conversations and decision-making that shaped the final edit.
Steve Madden Australia marketing manager Jamie Kouktzelas said the collaboration marks a natural evolution for one of the brand's most important seasonal collections.
“Partnering with Megan allows us to create a collection that feels personal, editorial and genuinely reflective of how women are discovering fashion today,” Kouktzelas said.
"Rather than simply presenting beautiful products, we wanted to bring audiences into the creative process. Showing how the collection was curated, how styling decisions were made and why certain pieces were selected creates a much richer experience for both media and customers.”
For Megan Cross, the opportunity was about creating an edit that feels elevated, versatile and wearable well beyond the wedding day.
"As both a stylist and as a bride to be, I understand the desire for every piece of a wedding to feel timeless but still fashion-forward,” Cross said. “Whether it's a classic satin heel, a pearl statement or the perfect clutch, these are accessories that can become part of a bride's story while remaining pieces she'll continue reaching for long after the wedding.”
Cross added that modern brides aren’t looking for one perfect shoe anymore. She said they are building wardrobes around every moment of their celebration.
Up until recently, Steve Madden’s local arm was run by Signal Brands Australia – the same company that manages Australian distribution for Guess and Rag & Bone. The brand’s local arm has since been reacquired by the Steve Madden business.