Rothy’s Launches “The Artist Series” with Claiborne Swanson Frank

Whitewall spoke with the San Francisco shoe maker’s Creative Director, Erin Lowenberg, about the launch of the new project, and how she envisions it going forward.

WHITEWALL: What was the initial idea for “The Artist Series”?

ERIN LOWENBERG: We’ve gotten to know so many incredibly talented, creative, and artistic people over the years and we wanted to come up with a way to involve them in our brand. Who better to photograph our shoes, style our shoots, etc., than people who are using their unique talents through the lens of Rothy’s. There are so many ways to view a product and we wanted to create a space for different interpretations and takes.

WW: Why was Claiborne Swanson Frank a good fit for the first edition?

EL: Our team has been a fan of Claiborne’s work forever. She is quintessential American cool. Her work is the perfect nod to our laid-back, updated twist on an American classic: the loafer. We also love that Claiborne focuses on photographing and celebrating women. Her deep San Francisco roots and strong connection to Napa made her an obvious fit.

Claiborne chose the location (her parent’s house in Napa Valley). One of the great things about working with her is that she does it all—she art directs, location scouts and she casts her models.

WW: What was the brief given to Claiborne Swanson Frank?

EL: Do what she does best. We kept it simple and trusted her talent, knowing she would exceed all expectations.

WW: How do you see the new style, the loafer, fitting into the Rothy’s lifestyle?

EL: We’re all about catering to the girl on the go. We love dressing down the loafer in weekend denim. It adds instant polish to an effortless look. Perfect for the weekend version of you, who wants to get where you’re going in style.