Lucchese partnered with country music artist Kacey Musgraves to create a limited edition line of boots inspired by her life and experiences. The goal was to leverage the tradition and heritage of Lucchese while allowing Kacey's personality to shine through. The retro pin-up style imagery captured what Kacey was looking for and the launch was supported by custom packaging, promotional materials, advertising, and social media. It also didn't hurt that she wore the boots on stage when she performed. .