For 75 years, prima ballerinas have jetéd and pliéd in Bloch ballet slippers. While the ballet flat boom has been well under way for several seasons, the Australian footwear company is just now cashing in on its dance world cred. Bloch has made the leap from the stage to the street with a new collection of fashion flats. In response to pleas from principal dancers to expand beyond performance wear—ambassadors include American Ballet Theatre’s Irina Dvorovenko and Paloma Herrera, among others—the company introduced a limited range of fashion shoes, which was sold exclusively in its London shop for fall. Under the creative direction of Australian designer Jozette Hazzouri, a full collection of 20 styles in a multitude of colors will hit stores such as Le Bon Marché and Neiman Marcus in time for spring.
This story first appeared in the February 11, 2008 issue of WWD. Subscribe Today.