Summer’s Opening Night: The Recap
A behind-the-scenes look at how we brought our latest summer campaign to our community.
Just a little behind-the-scenes look at how we brought our latest summer campaign, No Plus One Needed, to our community.
On May 13th, we invited 30 members of our Generation Spring community to Taverne Grecque Mati in the heart of Montreal for an intimate dinner and little sneak peak of our new summer campaign and collection, dubbed No Plus One Needed.
The dress code? Elevated summer. The weather? Not cooperating with us at 8℃.
And yet, all our stunning guests understood the assignment so hard they basically manifested the heat wave that followed.
Behind the Campaign
Before the dinner, there was the shoot.
No Plus One Needed is all about dressing up for yourself and being your own occasion. The campaign video follows our heroine exploring a gorg Spanish villa, while dressed to the 9s in gold heels, beaded thongs and glittery stilettos, dancing and doing her -- all by herself. She is presented with fabulous shoes and bags on a silver serving tray, as any reputable hotel would.
Where did these wonderful shoes and bags come from, you might ask? From the big brains of our product development team, of course. These superstars started sketching and planning the summer collection months before the shoot, predicting key trends of the season like the fashion oracles they are. As shown in the crystal ball this summer: koi orange, seashell and gemstone embellishments, raffia and crochet textures, and thong silhouettes.
There was also an impromptu cameo from our very own Marketing Manager, who stepped in front of the camera to model some of the shoes herself. We love an expensed pedicure!
Setting the Scene
To turn the campaign into a real-life moment, our social girls Hannah, Lexi and Angelica got to work. First order of business: finding a suitable venue. The goal was to find a space that felt intimate, had a slight European flair, and gave summer dinner party vibes. Set in the heart of Old Montreal, the Mediterranean restaurant Mati, was the perfect fit. Guests sat down to an incredible six-course menu, complete with bites, bevvies, and enough leftovers for tomorrow’s lunch. If there’s one thing we believe in, it’s keeping our guests well-dressed and well-fed.
The social girls also helped out with decor, putting together a very Instagrammable moodboard, aiding in floral arrangements, and to mirror the campaign video, they created a “shoe buffet” corner, styling shoes on serving trays surrounded by candles. A very chic idea with one small learning for next time: shoes and wax candles don’t exactly mesh well. Sorry to the VM team for the candle-covered samples.
They also reused our custom-made Call It Spring photobooth set from a previous campaign and made it fully functional for guests to use. Who doesn’t love a reuse-and-recycle moment?
All About You
Of course, the real stars of the night were our guests.
We were so happy to welcome back some familiar Generation Spring faces and meet new ones too.
The most worn shoe of the night? Asha, our heeled vegan suede thong sandal. With her soft texture and barely-there silhouette, she is poised to be the diamond of the season.
Also spotted everywhere: kitten-heeled mules. Sleek, feminine, and very much having a moment. And to match, guests were loving clutches this evening, especially in gold and pearls, as well as textured shoulder bag, Celesty, in suede and raffia.
Guests stayed well past the event end time, which is always the best sign. The food kept coming, the photobooth stayed busy, and for a few hours, it almost felt like summer had already arrived.
Thank you to everyone who came, dressed up, took pics, filled out the guest book, stayed late, and kicked off special occasion season with us.
Till the next one xx
