The Story Behind the Campaign

Every Edward Meller collection begins with an observation. For Creative Director Yael Star, some of her greatest inspiration comes while travelling. Hotel lobbies have long been her favourite place to pause, not only for the architecture or the interiors, but for the women who pass through them. Business travellers, wedding guests, holidaymakers and friends meeting for dinner all share the same space, each with a different destination, a different story and their own unique sense of style.

"Hotels are one of the few places where every kind of occasion comes together," says Yael. "You'll see women travelling for work, arriving for a wedding, escaping for a weekend away or preparing for an evening out. Watching those moments has always inspired the way I think about designing shoes."