Despite offering a diverse range of ladies’ shoes for summer and winter, Bronx Woman was mainly known for one specific winter shoe, namely the Westee boot. While the Westee was kicking it, the rest of the range was suffering. The brand needed a campaign with a broader footprint, one that would reach a younger audience with a more diverse interest in fashionable shoes.

The creative idea came from the fact that each Bronx shoe has a female name. And what’s in a name? A personality and a sense of style, of course. So we gave each shoe a personality that would match the name of the wearer and coined the hashtag #ItsSoMe. Because when a shoe fits your whole persona, it’s so you.