The Shoe Is On The Other Foot

Behind the facade of the stereotypical 1950s housewife was a wild, tattooed home wrecker, according to Steve Madden Ltd. in a playful new campaign by Hampel/Stefanides, New York.

The first ad (shown here) in the print and outdoor series for the Long Island City, N.Y.-based shoe marketer features a well-scrubbed housewife folding laundry by her washing machine.

An inset shows that beneath her conservative, slate blue sweater lies a biker-style tattoo.

A high-heeled black shoe, dubbed the ‘Suzy Home Wrecker,’ is superimposed in a corner of the ad.

The implication: beneath every woman, even Suzy Homemaker, beats the heart of a free spirit waiting to get out.

Company image director Michele Camen has described the look as ‘Annette Funicello meets Courtney Love.’

Steve Madden, which posted sales of $45 million in 1996, markets clunky, hip, retro shoes to women in their mid-teens to late 20s. The ads will break in May.

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