New York City – (March 3, 2025) – Following the success of last fall’s “Never Miss A Beat” campaign, Steve Madden and Director Steve Brahms are back with “SMtv’s House of Steve,” an electrifying new campaign that captures the pulse of Spring 2025 fashion. Inspired by the iconic pop culture moments of the ‘90s and set to the beat of Salt N’ Pepa’s “Shoop,” “SMtv’s House of Steve” is a celebration of bold trends, self expression, and the unmistakable energy of New York City.
Produced by Golden Projects, the campaign stars social media sensation Tefi Pessoa as the host who guides viewers through the season’s must-have styles. Set inside the iconic NYC club “The Box,” where fashion, music and culture collide, the high energy spectacle builds on the momentum of “Never Miss A Beat,” blending ‘90s references with a fresh fashion forward perspective— featuring special cameos by real New York artisans including burlesque performers, showgirls, musicians, drag queens, break dancers and Steve Madden himself. With a focus on authentic casting, the campaign is a love letter to the city’s ever-evolving cultural & creative scene, doubling as a tribute to its homegrown talent.
“It felt like we were building a world, not just an ad,” shares Director Steven Brahms. “Everyone on set brought something unique to the table, and that made all the difference. Huge credit to Steve Madden Creative Director Jisoo Hong, Casting Directors Salome Oggenfuss and Geraldine Barón, Graham Patterson, our editor and to Jason Singleton, our set designer, who transformed the space into something truly indescribable. When you have a team that’s passionate about the creative, the whole process becomes effortless and fun. This collaboration was seamless from start to finish, giving us the freedom to fully bring our vision to life.”
For the creative direction of House of Steve, the team drew from a diverse range of influences—a true menagerie of ‘90s pop culture. They channeled the immersive cinematography of the Copacabana club scene in “Goodfellas,” and the lo-fi charm of old Betacam footage, intentionally degraded for a grainy, nostalgic feel. The campaign embraces the playful 90’s aesthetic of a Delia’s catalog, reimagined as a living, breathing fashion spread. The result: a campaign that exudes the effortless cool of a backstage pass, seamlessly weaving Steve Madden’s shoes, watches, and clothing into every scene.
