American lifestyle footwear brand Cole Haan has launched its spring 2016 campaign, The Art of Elegant Innovation, shot by Sebastian Kim. This season, the brand celebrates its commitment to design innovation by pairing New York architectural wonder, the World Trade Center Oculus, with the brand’s innovative ZerøGrand technology.
Cole Haan taps into its multi-year partnership with the New York City Ballet, featuring ballerinas Sara Mearns, Megan Fairchild and Gretchen Smith as the key subjects of the campaign. They are joined for the first time by male New York City Ballet dancers Craig Hall and Adrian Danchig-Waring to showcase Cole Haan’s dual-gender ZerøGrand collection.
“Being able to shoot at a world renowned site, that holds such a special place in New Yorkers hearts, gave me such a sense of pride to be part of this campaign,” said Sara Mearns, New York City Ballet dancer. “The Art of Elegant Innovation celebrates and combines the beauty of New York with architecture, artistry and craftsmanship. I am honored to help bring that to life.”
This campaign marks the first time a brand has shot at the World Trade Center Oculus, also known as the WTC Transportation Hub, designed by the notable Santiago Calatrava.
“Cole Haan is a practitioner of Elegant Innovation. By shooting at Calatrava’s magnificent once-in- a-century masterpiece that is the World Trade Center Transportation Hub, we continue to tell our brand’s story,” said David Maddocks, Cole Haan’s chief marketing officer and general manager of business development. “We are humbled and delighted to pioneer the use of this landmark as a backdrop to our products and our partners from the New York City Ballet.”
These new styles debuting in Spring 2016 include the Women’s ZerøGrand Perforated Trainer, Women’s ZerøGrand Stagedoor Sneaker and Men’s ZerøGrand Perforated Sneaker and are available on ColeHaan.com and in Cole Haan Stores.