More and more, celebrities are getting into the shoe business. A few days ago, Melissa introduced their first in a series of famous people collaborations, revealing Victoria’s Secret angel Alessandra Ambrosio as their first guest designer. Originally made famous by their collaboration with Vivienne Westwood, (remember those plastic shoes with oversized hearts?), the Brazilian footwear label is calling the collection “Alessandra Loves Melissa.”
Two styles designed by Ambrosio will debut next fall. There’s the Melissa Incense Glitter, a very round-toed pump inspired by the ladylike style of the fifties, and the Melissa Divine, which is your classic ballet flat. Ambrosio told WWD that they’re shoes designed to fit her own personal taste.
On the other side of the footwear spectrum, British model and perennial cool kid Agyness Deyn is embarking on a partnership with Doc Martens, designing not only shoes, but clothing and accessories as well. Already the brand’s unofficial ambassador (she sports their combat boots everywhere from the streets of London to the occasional red carpet launch), Deyn told WWD, “The brand is a great fit for me, as it stands for strong character and being able to shape your own personal identity.” Deyn bought her first pair of Dr. Martins at 13, which should prompt many more 13 year olds to do the same this fall, when the limited edition collection is launched.
Not to be outdone by a couple of models, Madonna, under her new adult brand, Truth or Dare (launched after the success of tween line, Material Girl), will produce a footwear line with the help of Aldo. Comprising more than 60 styles, including flats, heels, booties and over-the-knee boots, the shoes are set to hover between the broad $89 to $349 price point, with her stylist, Arianne Phillips, serving as the creative consultant.
As with Deyn and Ambrosio, Madge will feature in the advertisements for the shoes, and while celebrity collaborations or celebrities-as-designers is nothing new, it doesn’t always guarantee strong sales. According to Marc Beckman, CEO of Designers Management Agency, it will take more than a household name to ensure success. Madonna’s “attachment to the brand is critical,” he said of Madonna. “She’s always been a fashion icon and people love her — but at the end of the day, the product has to be unique.”