Reality star businesswoman Kylie Jenner [IG] is the face of footwear brand Sam Edelman’s 2024, 20th year anniversary campaign. Chris Colls [IG] captures a sultry Jenner with creative direction by David Lipman.

WWD writes that founder Sam Edelman discovered Colls recently, when he saw Chris’s images in the late August 2023 ELLE France feature with Gisele Bündchen.

Edelman called his CMO and Lipman, saying the words that are music to every photographer’s ears. “I’m crazy about Chris.” That was the last word on photographers, and Colls was booked.

On March 11, the ‘Kardashians’ star became a brand ambassador for Sam Edelman, an appointment chosen for Jenner’s ‘cutting-edge taste’, along with her worldwide influence and forever elegance.

The campaign was shot in Los Angeles in one day, after seven days of preparation.

Colls delivered Kylie Janner images confirming that “fashion is more than just something to wear, it is a source of power,” in the words of the megawatt influencer.

"I'm honored to be a part of the Sam Edelman campaign as the brand celebrates their 20th anniversary. Mr. Edelman's designs are fashion-forward yet simple, and their quality and comfort allow any person wearing them to feel powerful and confident," the brand's new ambassador purred.

In Jenner’s lingerie-inspired, intimate and sensual images, it’s easy to forget stylist George Cortina’s focus is on Sam Edelman’s timeless styles like the Hazel Pump, Bianka Slingback, and Felicia Ballet Flat.

As the brand launches its 21st year, the Michaela Mary Jane and Leana Heel are targeted as drivers of ambitious revenue and profit goals for the Sam Edelman brand. St. Louis footwear company Caleres acquired Sam Edelman in 2010.

President and CEO of Caleres Jay Schmidt, cannot be more proud of Sam Edelman and the team’s continuing success in footwear. “From his bow ballet [shoes] to the Bay sandal to the Hazel dress pump, he’s [got] that special talent that keeps delivering,” wrote People.