Pixelz Newsletter

Dupes, Jail Time, and The Power of Narrative

The Steve Madden Case Study

What it teaches us about narrative, authenticity, and even AI There’s a new interview with Steve Madden making the rounds from The Cutting Room Floor, and it’s a case study in charisma, controversy, and the raw power of narrative.

In it, Madden does something rare: he names the high-fashion brands his shoes are inspired by: Miu Miu, Chanel, Hermès. He says it without apology. With admiration. With swagger.

And people are into it.

Why? Because wrapped in his blunt honesty is a story that feels… real. Here’s a man who built a billion-dollar business off of dupes, did time in jail, and came out still walking tall. People aren't just forgiving him. They’re rooting for him. Here’s what I’m taking away from this viral interview:

1. The power of narrative and “authentic” charisma

For anyone who ever felt weird about buying a knock-off, Madden offers absolution. He’s not pretending. There’s no smoke and mirrors. Just a no-nonsense guy saying, “Yeah, we copied it and we made it affordable. So?”

That kind of authenticity is magnetic, especially in a landscape full of polished brand facades.

When you pair charisma with a compelling narrative, you get loyalty. Forgiveness. Even nostalgia.

2. Nostalgia Activated

Let’s be honest: many of us grew up with a pair of Steve Maddens in our closet. The interview didn’t just tell a story, it triggered one. People remembered who they were when they first wore those chunky platforms or slinky slides.

And what did they do next? They ran back to the brand.

Whether a brilliant PR move or accidental, this is storytelling as a re-engagement strategy. And it works brillantly.

3. The lesson for AI-generated content

So what can we learn from this? A lot.

If a strong narrative can overcome moral hesitations around buying designer dupes, could it also overcome skepticism around generative AI content?

Maybe the key to making AI-powered creative feel human isn’t just in the visuals or words, but in the why behind them.

The voice. The intent. The story the brand tells about its use.

Because at the heart of all great content—is human connection. And if a brand brings that connection through story, it might not matter whether a model is real or generated, or if a background was captured or created.

But here’s the warning…

Narrative is powerful. So powerful that it can mask subpar products or questionable practices.

It’s not just that Steve Madden’s story worked, it was that it felt like his story to tell.

And now, as we enter the era of AI-generated content, we’re at a similar inflection point.

We have the chance to shape the narrative around AI, not just defend it, but define it. We can build stories that make sense for our brands and our audiences, that bring clarity instead of confusion.

It’s not inherently a bad thing, as long as we’re the ones telling the story, and we’re doing it responsibly.

Because if we don’t, someone else will.

Pixelz Pulse

There’s a lot happening all across Pixelz. Here’s your highlight reel of what’s going on:

  • Did you hear? FLOW: Europe registrations opened! We’ll be taking FLOW back to London November 12-13th. Save your seat by registering here.
  • In Pixelz Product news, we just launched the new Media Library. It’s a better and easier way to manage and review your assets with a shiny new interface.
  • In our next webinar, we’re taking a look at real AI-generated campaigns. What worked, what didn’t, and what we can learn moving forward with AI campaigns. Join us live on Thursday, June 12th (or sign up to watch the recording!).
  • Nominations are in for Top 50 E-Commerce Studio Professionals 2025. Which means it is time to vote for the People’s Choice selection! Show your love for your fellow professionals by taking a moment to vote here.

Hot Links

This month, we’ve got updates on past hot links and some other news from around the industry:

  • Building on this newsletter's narrative theme, brands are taking to substack. These aren’t just a newsletter plugging products (although that does happen), brands are creating content with real voices about building a wardrobe or sharing data points on popular products. And it’s one more spot for brands to share product images in a different format.
  • Last month, I shared an article about ChatGPT shopping. So far, I’ve not been impressed with the results of my tests. But there are a few other AI shopping options out there that look intriguing. I’m number 16,000 and something on the waitlist for Daydream - I’ll keep you all posted once I get access.
  • If you read the newsletter last month, I mentioned the brand Hanifa, wondering if they would make an appearance at the Met Gala. And the answer was yes!