Steve Madden appoints Shanaya Kapoor as first Indian brand ambassador

Global fashion brand Steve Madden has announced Bollywood actor Shanaya Kapoor as its first Indian brand ambassador, marking a bold step toward engaging India’s Gen Z and millennial audiences through expressive, fashion forward campaigns.

A milestone partnership for Steve Madden in India

Steve Madden, the global fashion and accessories powerhouse, has named Bollywood actor Shanaya Kapoor as its first ever brand ambassador in India. The move is part of the brand’s broader strategy to strengthen its connection with young Indian shoppers and deepen its presence in one of the fastest growing fashion markets in the world.

The partnership reflects Steve Madden’s effort to align its expressive and trend driven aesthetic with a generation that values individuality and self expression. Shanaya Kapoor’s vibrant style and modern sensibility make her the perfect fit to represent the brand’s evolving identity in India.

Shanaya Kapoor leads upcoming campaigns

As part of the collaboration, Shanaya will front Steve Madden’s upcoming Autumn Winter 2025 and Spring Summer 2026 campaigns. Each campaign will celebrate bold individuality and confidence, mirroring the brand’s core philosophy of embracing personal expression through fashion.

Speaking about the collaboration, Shanaya said, “Steve Madden has always been one of my favorite brands. It is where I find pieces that are stylish, expressive, and versatile. I am honored to be their first brand ambassador in India and excited to bring the brand’s unique energy to audiences here.”

Her appointment is expected to drive stronger visibility for Steve Madden among young, fashion conscious consumers who resonate with her effortless and relatable style.

Step Into Your Story: a global movement of self expression

The announcement comes alongside the launch of Steve Madden’s latest global campaign, Step Into Your Story. The campaign celebrates individuality, self confidence, and rebellion, inviting wearers to express their personality through every step they take.

By featuring Shanaya Kapoor as the new face of its India chapter, the brand aims to localize this global narrative while highlighting the creative energy and evolving style of the Indian youth. The campaign will include a mix of digital storytelling, high impact visuals, and social media driven engagement to connect with trendsetters and style enthusiasts across the country.

Strengthening Steve Madden’s India presence

This partnership marks a significant moment in Steve Madden’s India journey. The brand, known for its bold designs and street inspired aesthetic, has built a strong retail footprint in major Indian cities. With Shanaya as its first Indian ambassador, Steve Madden plans to extend its cultural relevance and appeal to the growing base of Gen Z and millennial shoppers who see fashion as a means of self expression.

The brand’s focus on individuality aligns perfectly with India’s dynamic fashion scene, where young consumers are increasingly seeking brands that reflect their personality rather than just trends. Through this collaboration, Steve Madden aims to become a part of that lifestyle conversation one defined by authenticity, creativity, and confidence.

A new era of fashion storytelling

With this partnership, Steve Madden is not only expanding its brand presence but also redefining how international fashion labels connect with Indian audiences. By embracing a youthful, expressive voice through Shanaya Kapoor, the brand is set to deepen its cultural footprint and inspire a new generation of style seekers.

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