Are sneakers the new It footwear? That seems to be the case as fashion savants Mary-Kate and Ashley Olsen traded their vertigo-inducing heels for their beat-up Superga’s to celebrate the brand’s first US boutique. Together with designer Steve Madden, who licensed the Superga brand in North America, attendees were taken on a lush preview of what’s in store—amid a backdrop of greens, potted flowers, and creeping plants.
As the brand’s US creative directors, the Olsen twins hope to boost the brand’s fashion credentials without losing touch of its heritage and timelessness. Although Ashley and Mary-Kate have long been fashion’s most stylish duo, trainers haven’t always been the footwear we’d imagine them working on. In a Women’s Wear Daily article, Ashley shared how this collaboration transpired. “When we first met with Steve Madden, who we’ve collaborated with for a long, long time, I was wearing my old, beat-up Supergas and he said, ‘Oh, I’ve been wanting to buy that company,’ and I said, ‘Well, you know, if you do, please think of us.’”
So what happens when you bring together a man true to his word, a fashion force of a duo, and a common shrewdness for business? A classic brand bound for a massive, iconic re-introduction. Judging by the twins’ penchant for turning the most casual of items into stylish essentials—a feat we saw with the The Row for Superga collaboration a few months ago—the Italian brand is in for a chic roller-coaster ride.
Photo by Steve Eichner via Women’s Wear Daily