MUMBAI: Steve Madden is rolling the dice on Hindi cinema’s next generation. The American footwear and accessories brand has named actress Shanaya Kapoor as its first-ever brand ambassador in India, marking a calculated bet on youth appeal as it deepens its retail footprint across the subcontinent.
Kapoor, whose style straddles contemporary trends and accessible glamour, will front the brand’s autumn-winter 2025 and spring-summer 2026 campaigns. The partnership, brokered through Reliance Brands, aims to position Steve Madden’s shoes and handbags as tools of self-expression for a generation that treats fashion as identity.
“Steve Madden has always been a go-to brand for me—it’s where I find pieces that are both fashion-forward and incredibly versatile,” says Kapoor. “I am honoured to be their first brand ambassador in India.”
The announcement arrives alongside the brand’s latest campaign, Step Into Your Story, which pitches its products as declarations of individuality rather than mere accessories. It’s standard-issue empowerment marketing, but Steve Madden reckons India’s fashion-conscious youth will buy it—literally.
Reliance Brands, which operates over 1,590 stores across India, is banking on Kapoor’s reach to crack a market where aspiration meets affordability. Steve Madden already sits in its sprawling portfolio alongside Burberry, Versace and Tiffany & Co.
For Kapoor, it’s another rung on the ladder. For Steve Madden, it’s a wager that star power still shifts product. Time will tell if the shoes fit.



Hollywood actor and former White House staffer Kal Penn played master of ceremonies, bringing his trademark wit to proceedings as Hindi cinema heavyweight Kareena Kapoor Khan made a triumphant return to the ramp. Draped in white, the superstar—who has twice been the face of Lakme—delivered a nostalgic speech that had fashion-watchers swooning.




