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DSW is making it a family affair this back-to-school season.
In its newest campaign, the footwear retailer has tapped actors and musicians Ashlee Simpson Ross and Evan Ross – and their children – to showcase this season’s must-have shoes.
According to DSW, the family will be wearing a selection of top footwear from brands from the retailer that are available this season including Adidas, New Balance, Mix No.6, and Jessica Simpson. Featured items in the campaign are available for purchase in stores and online, and range in price between $44 and $95, DSW added.
Sarah Crockett, senior vice president and chief marketing officer of DSW, told FN that the company “immediately thought of Ashlee Simpson Ross, Evan Ross, and their adorable family” when conceptualizing the back-to-school campaign.
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“Each family member has their own distinct personal style, exemplifying the diverse footwear styles offered at DSW,” Crockett said. “Back-to-school at DSW is all about looking great and feeling confident for the full family — whether that be for the kids getting ready for the school year or parents looking for a style refresh for themselves.”
As for Ross, she told FN that she wanted to partner with DSW on its back-to-school campaign because “it’s a one stop shop” for her family. “As a busy mom, I love the convenience of that,” Ross said.
“When I’m shopping for back-to-school shoes I’m looking for comfort and cute style,” the “Pieces of Me” singer said. “My kids wear uniforms to school, so their shoes are a great way for them to express their personalities. Being a mother of a teenage boy, an elementary school daughter and a preschooler, I get to have fun with the trends and what fun fashion they find cool.”
As for some of her favorite styles on offer this season, Ross can’t help but support her sister – 2023 FNAA Icon Award winner Jessica Simpson. “I love the sneakers,” she said. “Also of course I love the leopard Jessica Simpson shoes!”
Ross also loved working with her family on this special moment. “Being able to bring my family to work is so much fun,” she added. “They get to see what I do, and they get to experience it for themselves. Who knows maybe they’ll do it one day too!”
To celebrate the launch of the campaign, DSW is partnering with the Simpson Ross family to host a back-to-school kick-off for press and influencers at Lombardi House in Los Angeles on Friday, August 9. DSW brand partners Reebok and Crocs will be activating on-site.
What’s more, DSW is continuing to promote its shoe donation program through the DSW Foundation, benefitting Soles4Souls. Customers can drop off gently used shoes at DSW retail stores to earn rewards through DSW’s VIP program, which can be used towards their back-to-school purchases.
