Converse launches new campaign with fashion insiders

By

Kate Dingwall

Published
Mar 7, 2017

Converse has launched its newest campaign, looking to industry insiders to star in the video over the typical celebrity or model selection.

The video spot, to be shown on Converse's social media platforms, features: Winnie Harlow; hip hop artist Rejjie Snow; Jeremie Egry, designer at Etudes Studio; Sarah Andelman, Colette; Emma Hope Allwood, fashion features editor at Dazed Magazine; and the Gucci Gang.

Showing off the rich history of the Chuck Taylor shoe, Winnie Harlow is a Canadian model who rose to fame on America’s Next Top Model for speaking openly about her vitiligo. She has since starred in campaigns for Swarovski, Diesel, and Desigual.

The Gucci Gang, while not actually associated with Gucci, is a group of Parisian teens who have gained an immense social following for posting nonchalant images of their Parisian life and killer style. Meanwhile, Sarah Andelman is the founder of cult-followed Parisian boutique Colette.

Converse is not the only brand to look to unconventional campaign stars. A recent study found that Gen Z shoppers don’t gravitate towards celebrity and singer endorsements like they used to. Instead, they prefer to purchase what their friends are buying. Moreover, the study found that brands that look to social media to advertise have a stronger staying power with Gen Z shoppers.