This Valentine’s Day, Converse is rewriting the narrative around love with its latest campaign, “Love Me, Love Me Not.” Instead of focusing on romance, the brand shifts the spotlight to self-love, a sentiment that resonates deeply in an era of dating fatigue and app burnout. Starring Alex Consani, 2024’s Model of the Year, the campaign champions personal empowerment, urging consumers to celebrate themselves rather than seeking validation from others.

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A Fresh Take on Love

In today’s world, where swiping left and right has become second nature, many are choosing to reclaim their time and energy for themselves. Converse taps into this cultural shift by positioning its Chuck Taylor sneakers as more than just footwear—they’re a statement of self-affirmation. The campaign poses a simple yet compelling question: What Chuck are you?

The Collection: Love Me vs. Love Me Not

At the heart of the campaign are two standout Chuck 70 styles that represent contrasting moods:

• “Love Me” – A feminine and flirty egret Chuck 70 Hi, adorned with delicate ribbon rose details, embodying soft romance and self-indulgence.
• “Love Me Not” – A bold black leather Chuck 70 De Luxe Heel Platform, featuring a silver, heart-studded strap that exudes edginess and confidence.

These hero styles are part of a broader eleven-piece sneaker collection, accompanied by three apparel items available for adults and kids. The range is now retailing from R 799 to R 3,999, available on converse.com, Converse stores nationwide (South Africa), and select retailers.

Self-Love as a Style Statement

By centering self-love, Converse taps into a movement that speaks to millennials and Gen Z—a generation that values independence, self-expression, and authenticity. Featuring Alex Consani, a model known for breaking boundaries in fashion, further solidifies the brand’s commitment to inclusivity and forward-thinking representation.

Beyond the product, the campaign’s interactive element “What Chuck are you?” quiz invites audiences to find their perfect match, creating a fun and engaging shopping experience.

Why This Campaign Works

• Cultural Relevance: It aligns with the shift towards self-prioritization over traditional romantic narratives.
• Strong Product Storytelling: The contrast between “Love Me” and “Love Me Not” gives customers a choice between two distinct styles.
• Engagement-Driven Approach: The interactive quiz encourages audience participation and personal connection with the brand.

With “Love Me, Love Me Not,” Converse isn’t just selling shoes—it’s selling a mindset. This Valentine’s Day, love starts with the person who matters most: you.

Featured image(s): Converse South Africa