ASK STEVE brings Fall 2026 footwear and apparel to life through nostalgic New York storytelling, an interactive hotline, and a surprise cameo from the brand’s iconic Big Heads.
Dubai, UAE (August 18, 2026) – Apparel Group, one of the region’s leading fashion and lifestyle retail conglomerates, unveiled ASK STEVE, the Fall 2026 global campaign from Steve Madden, one of the leading international brands within its portfolio. Building on Steve Madden’s long history of memorable advertising, ASK STEVE introduces a new creative platform inspired by the energy, attitude and fashion culture of late-’90s and early-2000s New York City. Centred around one simple truth, that choosing the right shoes is never a small decision, the campaign transforms everyday style dilemmas into humorous “shoe emergencies” through cinematic storytelling, interactive consumer experiences and a healthy dose of nostalgia.
Inspired by the countless shoe questions Steve has received throughout his career, the activation invites consumers to turn to Steve for advice on their own everyday “shoe emergencies.”
Starring longtime Steve Madden partner Delilah Belle, ASK STEVE unfolds across a series of distinctly New York scenes where the right pair of shoes changes everything, from late-night taxi rides and chance sidewalk encounters to classic phone booth conversations.
Bringing the campaign beyond the screen, Steve Madden will launch +1-844-SHOE-411, an interactive toll-free hotline inviting consumers to call or text Steve Madden with their biggest “shoe emergencies.” Consumers will hear directly from Steve, interact with the experience by phone or text, and unlock exclusive content, including a downloadable wallpaper and other digital experiences inspired by the Fall collection.
The creative spotlights Steve Madden’s Fall 2026 footwear collection, featuring the season’s key loafers, boots, heels, and sneakers, all styled with the effortless attitude of downtown New York. Together, fashion and storytelling celebrate personal style, confidence, and the idea that every great outfit starts with the right pair of shoes.
Longtime Steve Madden fans may notice a familiar surprise: the brand’s iconic 1997 Big Heads make a brief cameo in the hero film, offering a playful nod to one of its most recognizable advertising campaigns.
The platform spans retail, digital, social media, and out-of-home activations, bringing ASK STEVE to consumers through immersive brand experiences and interactive moments across global markets.
The Fall 2026 campaign launches globally beginning August 17 across Steve Madden stores, digital channels, and international markets.
About Apparel Group:
Apparel Group is a multibillion dollar conglomerate since 1996 based in Dubai, UAE, with a growing network of 2,600+ stores and a diverse portfolio of 85+ international brands across 14 countries. The Group has established a strong presence in the GCC—Bahrain, Saudi Arabia, Kuwait, Qatar, and Oman—and continues to expand across key markets including India, Southeast Asia, South Africa, and Egypt. Offering an integrated omni-channel experience, Apparel Group represents global names such as Tommy Hilfiger, Skechers, ALDO, Charles & Keith, and Tim Hortons. Its sustained growth is driven by a multicultural workforce of 28,000+ and steered under the leadership of its founders, Sima Ganwani Ved and Nilesh Ved.
About Steve Madden:
Steve Madden designs, sources and markets fashion-forward footwear, accessories and apparel. In addition to marketing products under its own brands including Steve Madden®, Kurt Geiger London®, Dolce Vita®, Betsey Johnson®, Carvela®, Blondo® and ATM®, Steve Madden licenses footwear, handbags and other accessory categories for the Anne Klein® brand. Steve Madden also designs and sources products under private label brand names for various retailers. Steve Madden’s wholesale distribution includes department stores, mass merchants, off-price retailers, shoe chains, online retailers, national chains, specialty retailers and independent stores. Steve Madden also directly operates brick-and-mortar retail stores and e-commerce websites. In addition, Steve Madden licenses certain of its brands to third parties for the marketing and sale of certain products in the apparel, accessory and home categories.
