Sam Edelman Fall ’15 Campaign Stars Blogger Rocky Barnes

Sam Edelman has released its fall campaign — and fashion blogger Rocky Barnes has a starring role.

For this campaign, a continuation of the #SamsGirls social initiative, Edelman tapped renowned fashion photographer Patrick Demarchelier to shoot the images. And this is the first time Edelman has recruited a social media star and fashion blogger to promote the brand.

Barnes is a model-turned-blogger whose namesake site highlights her standout beachy, Southern California style.

“We broke the rules by asking Patrick to shoot a social influencer. We are a young, socially aware brand, and we recognize the importance of girls like Rocky,” said Sam Edelman. “She has a tremendous following, her social presence resonates with our customer and she’s a true fan of the brand.”

The ads are set to debut in the September issue of Vogue.

For more coverage of the fall ’15 campaigns, click through the slideshow:

Prabal Gurung Releases Fall 2015 Ad Campaign

Level Shoe District Fall 2015 Ad Campaign: Behind The Scenes

Aldo Unveils Fall 2015 “Inspiration Is Everywhere” Campaign

Carolyn Murphy Stars in Fall ’15 Campaign For Ugg

Hilary Rhoda Stars in Via Spiga’s Fall ’15 Campaign