Normally white canvas sneakers wouldn't be considered sexy, but with a new celebrity designer in tow (Nanette Lepore) and a famous pretty-young-thing spokesperson (Mischa Barton), Keds is clearly aiming to spice up its longtime virginal image. Splashy patterns and designs—think bright floral wedges and polka-dot peep toes—made their debut on Wednesday at Keds' unveiling of its spring 2008 ad campaign, at the burlesque-and-bottle-service outpost known as the Box.
Known for its cadre of celebrity devotees, the late-night haunt is home to cozy booths and upper-level balcony alcoves that look onto a small stage, plus lots of lace and red velvet. Keds let the venue speak for itself, opting only to run footage of Barton shooting the campaign on a huge screen hanging over the stage. “We were looking for a space that reflected the aesthetic and feeling of the spring ’08 ad campaign, which is reminiscent of iconic Hollywood films from the '30s and '40s," said Keds director of public relations and events Debra Fernandes. "The Box was the perfect location.”
The party included appearances by Barton and Lepore, and a 60-minute vaudeville-esque performance. Made up of roughly eight acts, the show included a cancan number, a brass band, and a double Dutch duo. The performers all wore Keds—even the tap dancers, who attached taps to the rubber soles. Cocktail waitresses and busboys, too, were sporting the shoes, though further Keds branding was nowhere in sight.
Known for its cadre of celebrity devotees, the late-night haunt is home to cozy booths and upper-level balcony alcoves that look onto a small stage, plus lots of lace and red velvet. Keds let the venue speak for itself, opting only to run footage of Barton shooting the campaign on a huge screen hanging over the stage. “We were looking for a space that reflected the aesthetic and feeling of the spring ’08 ad campaign, which is reminiscent of iconic Hollywood films from the '30s and '40s," said Keds director of public relations and events Debra Fernandes. "The Box was the perfect location.”
The party included appearances by Barton and Lepore, and a 60-minute vaudeville-esque performance. Made up of roughly eight acts, the show included a cancan number, a brass band, and a double Dutch duo. The performers all wore Keds—even the tap dancers, who attached taps to the rubber soles. Cocktail waitresses and busboys, too, were sporting the shoes, though further Keds branding was nowhere in sight.
