Azzy Milan is the star of Steve Madden’s new Alter Egos campaign. The brand rolled out the edit on Instagram this week and put up a billboard of her in Times Square.
Steve Madden and Azzy launched the campaign with a joint Instagram video that opens with “Steve Madden presents” before the Alter Egos title card flashes across the screen, credited “ft. Azzy Milan.” The tagline sets the tone: “She doesn’t do costumes, she does looks.” Steve Madden followed up with a post showing her in the Maxine and Jezzica styles, captioned “After dark approved.”
Then she went to see it in person. In a video she shared from Times Square, Azzy stands in front of the leopard print display, arm thrown in the air, laughing as the ad glows behind her. Her caption kept it simple: “face card so lethal it’s in time square.”
The partnership did not come out of nowhere. Azzy Milan has been wearing the brand in public for months. When the Knicks made the NBA Finals in June, she showed up to the game in a Knicks jersey dress, carrying a Hermès Faubourg Birkin valued at about $250,000, and finished the look with a pair of $180 Steve Madden Morals boots. A quarter million dollar bag next to boots anyone can grab at the mall became one of her signature moves.
Steve Madden has been leaning into her ever since. Earlier this month, Steve Madden UK built a giveaway around the Rhinestone Morals with a line that said it all: “If @azzymilan is wearing them, we’re wearing them.”
Azzy has spent the past year building her own lane in fashion. She broke down her back to school favorites for Snipes, sat down with Reginae Carter on Heir Time to talk about growing up as Fat Joe’s daughter and becoming a fashionista, and made an appearance on Baddie Besties. She did not wait for a stylist to hand her a moment. She did not ride her father’s name into the room. She posted outfit after outfit until a major shoe brand built a campaign around her and put it on the most famous billboard corridor in the country.
For Azzy Milan, Times Square is the biggest stage she has had yet.
