ECCO has unveiled its Icons That Last campaign with Malaysian singer-songwriter Yuna as its newest face, celebrating women who push boundaries and redefine what it means to be an icon. Known for her effortless blend of artistry, confidence, and resilience, Yuna’s journey from Kuala Lumpur to international stardom perfectly aligns with ECCO’s vision of an icon — someone who doesn’t just leave a mark but inspires change. Launched on International Women’s Day, the campaign highlights the power of self-expression and authenticity, values that both ECCO and Yuna champion.
“What makes a woman iconic is being authentically yourself. It sounds simple, but it’s challenging in a world that often places women in boxes,” Yuna shares. “Through my experiences as a woman in the entertainment industry, I’ve learned that being iconic isn’t measured by material achievements. It starts with self-validation and the courage to ‘step boldly’ as yourself. It’s about standing by your principles, trusting your inner voice, and knowing that rejection is just redirection toward something better. True icons also uplift others, using their privilege to empower women around them. Every woman is an icon in her own way.”
Inside ECCO and Yuna’s Icons That Last Campaign
As part of the campaign, Yuna also debuts ECCO’s latest footwear innovation — the 12-Hour Heels Collection, designed for women who refuse to compromise on comfort or style. Featuring the ECCO SCULPTED ALBA 65, a block-heeled sandal crafted with the brand’s Fluidform™ Direct PU injection technology, the collection supports natural movement, making all-day wear effortless.
“Footwear plays a crucial role for me, especially as a performer,” Yuna explains. “Imagine being on stage for hours or attending multiple events in a day — comfort is essential. ECCO echoes my personal belief that fashion should be unique, interesting, and fun, but above all, quality and comfort must come first.” She adds, “I’m honored to collaborate with ECCO, a brand that prioritises both style and function, offering versatile footwear for every individual and occasion.”
With a seamless fusion of elegance, practicality, and everyday wearability, ECCO’s Spring/Summer 2025 women’s collection is designed for modern women who embrace life on their own terms. Available from 8th March 2025, the collection can be found at select ECCO stores and on their website.
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