Success was there, and gave the brand the means to achieve its ambitions. The numerous advertising campaigns gave a more precise image of women according to Sergio Rossi. This iconic woman fills up the whole space showing the full measure of seduction; she takes power as much as she gives it.
The various images of the advertising campaigns of the 1990's were a tribute to Helmut Newton, with whom Sergio Rossi shared his very contemporary vision of women: an image of forcefulness, of control over the body and its power that points to a change of status. Like the artist, the brand also came to use low angle-shots to underline the verticality of the body, insisting on the importance of the heel - at least three inches high - which gives the leg its crucial energy and the female body its new stature.