Photo Coverage: Sam Edelman Spring Campaign

The New York-based footwear brand has tapped Kate Upton for its new digital and print ad campaign that launched today.

"It felt like the right time," said Sam Edelman, designer and division president of his brand. "We had a major ad campaign with Charlotte Kemp Muhl 18 months ago. It carried us for a long time. [By choosing Kate,] it was a hell of a decision to go with an indie girl."

Lipman echoed that sentiment. "We chose Kate because she isn't stick thin. She's beautiful and all-American," he said.

The campagin was shot in New York City by ad impresario David Lipman.