As designer collaborations with large retailers becomes increasingly commonplace, Nine West has entered the ring with an interesting tactic: Targeting two emerging designers, Sophie Theallet and Giles Deacon, to kickstart a series of capsule collections the brand plans to roll out in 2011.
As Stacy Lastrina, the chief marketing officer at Nine West's parent company The Jones Group, told Footwear News, the company's aim was to find designers with "a great niche and following" in an effort to "grow and innovate the Nine West brand."
Nine West has previously partnered with designers like Vivienne Westwood and Thakoon, but the new series of partnerships -- dubbed "Shoelaborations" (yes, that's the real name) -- will kick off May 1 with Theallet's line of shoes and handbags, which will be sold exclusively in Nine West stores and online. Deacon's collection will follow in the fall.
Fred Allard, Nine West’s creative director, said women’s wear designers such as Sophie Theallet and Giles Deacon “bring a new aesthetic to our stores.” He called Theallet’s designs “fresh and feminine” and Deacon’s style “futuristic, modern and exciting.”
According to Footwear News, Theallet's collection is a Parisian-inspired series of shoes priced from $79 to $109 -- a ballet flat, a platform sandal, a raffia wedge -- as well as a straw bag with tiny charms that, as Theallet told Footwear News, "represent the icons of France."