Kate Moss seems to be the name on the tip of everyone’s tongue lately. The now confirmed cover girl for Playboy’s 60th anniversary issue will kick off her Made for Walking campaign for Stuart Weitzman’s Fall 2013 collection tonight.
The viral video shot this summer—where Moss struts down several central London streets to Nancy Sinatra’s “These Boots Are Made for Walkin’”—will premiere tonight at the brand’s international flagship opening in Milan, Women’s Wear Daily reports.
The two-and-a-half-minute film speaks to the brand’s desire to own the word “walk,”according to Susan Duffy, Stuart Weitzman’s chief marketing officer. “We are a brand that combines comfort and style; no matter how high the heel, you can walk in it all day and dance all night,” she said.
This digital initiative follows the brand’s print campaign that features Moss. “Print was the first step, and developing a visual vocabulary that was immediately recognizable was our primary desire,” said Duffy. “Once we did that, we wanted to layer on and extend our reach.”
Stuart Weitzman will be able to measure their reach when the campaign video goes live tonight and Instagram followers are encouraged to upload their own videos to participate in a contest using the social tie-in, the hashtag, #madeforwalking.
You can see the video before it makes it’s debut below: