This story first appeared in the June 22, 2011 issue of WWD. Subscribe Today.
Both contemporary brands, owned by VF Corp., will unveil their collections at the Fashion Footwear Association of New York trade show — Splendid in August for a spring 2012 rollout and Ella Moss in December for fall 2012 deliveries.
“With Splendid and ella Moss continuing to experience tremendous success in the apparel category, adding footwear is a natural progression as both expand into global lifestyle brands,” said Jonathan Saven, president of Splendid and Ella Moss.
Splendid, synonymous since its 2002 launch for soft T-shirts and an ultracomfortable lifestyle collection, will offer more than 50 styles that include sandals and wedges. Retail price points will range from $79 to $129, comprised from materials such as washed canvas, striped canvas and soft leathers.
For Ella Moss, the offerings will be heavily vintage and Seventies glam inspired, and infused with feminine touches. Offerings will retail from $129 to $250 and include boots, heels and casual styles.
“The two footwear lines will differ drastically from each other, as each brand has its own distinct identity and personality. Splendid shoes will emulate the brand’s comfortable, easy lifestyle with a casual, classic assortment. Ella Moss will be a more fashion-forward collection to accompany the brand’s signature modern, feminine style,” Saven said.