"Make these very expensive and exclusive pairs of shoes be wanted by every type of woman", this was the main task of the brief.
People might think that women dress for men, but is it true? Most of the times a man will look at a woman and just think if she looks beautiful or not, and if the answer is "yes" it won't be because she is wearing that brand or the other one, but just because the final result is good. So women dress for other women. If a woman steps into a party all the other women in the room will scan her and take mental note of every single detail, accessories, bag, shoes, make up etc she's wearing. So what a woman needs to feel good with herself in any situation is CONFIDENCE. And the best way to achieve this is by dressing up in a way that makes you feel so. For sure heels are not the most comfortable shoes to dance with or to spend an entire night walking into; so why would women want to wear them? It's to feel that confidence, it's to step into a room and don't be afraid of other women's comments: IT'S HOW THEY MAKE YOU FEEL.