STEVE MADDEN x DURAN LANTINK
STEVE MADDEN FW’22
Amsterdam Fashion Week
Presented by Duran Lantink
On the second day of Amsterdam Fashion Week 2022, the iconic Moulin Rouge set the stage for a night of fashion. For this special occasion, Dutch designer Duran Lantink brought together his own clique of performers to present the Steve Madden Fall/Winter 2022 collection, delivered in a way only he could envision.
Alongside the show, So PR curated and managed the guestlist, welcoming media, creators, industry professionals, and friends of the brand to the event.
The Show
The Show
A red laser guides us into a world where fashion
and performance become one.
As we descend the stairs, a piercing red laser traces our steps, drawing us deeper into the space. On stage, a masked figure crouches in silence, its bra casting sharp beams of red light across the room. The tension builds as the soundtrack swells before shifting into a relentless, almost hostile rhythm.
The first performer emerges, moving around the pole in towering heels illuminated by pulsing red lights that flash with every step. Curated by Duran Lantink, the cast featured names including Virgen Maria, Christian Jav, Angel-Ho, and Xiomara Virdó, each bringing their own distinct presence to the performance.
Then Be Be takes control of the room. Strutting through a narrow corridor in nude lacquer ankle boots, they part the crowd with effortless confidence. As the evening unfolds, mirror-like stilettos, rhinestone pumps, and heeled creepers become extensions of the performers themselves, blurring the line between fashion, performance, and spectacle.
The Pre-Show Dinner
To maximise reach around the show, So PR hosted an intimate pre-show dinner at Bellezza with a curated group of influencers and celebrities, generating organic buzz ahead of the event.
16 talents attended the pre-show dinner, reaching a combined audience of 4.1 million.
This momentum continued during the fashion show itself, where additional celebrities, influencers, and press were invited, amplifying visibility across multiple audiences.
In total, the activation generated over €280K in PR value, sparking significant social buzz through creator-generated content.
In the Media
The activation quickly gained traction in the press, with 13 outlets, including Vogue, Elegance, De Telegraaf, and de Volkskrant, covering Amsterdam Fashion Week with a focus on the Steve Madden x Duran Lantink show.
The momentum extended to national television, where RTL Boulevard featured the show and shared early reactions.
This additional coverage generated over €30K in PR value.
A night where fashion shifted, audiences connected, and Steve Madden strengthened its position within the Dutch fashion landscape.
