STEPPING UP: ShoeDazzle’s enlisted the style of actress and singer Keke Palmer for two curated collections. It’s the first time the company is working with the “Scream Queens” star.
Each curated collection consists of about a dozen styles, with the first having just launched and the second to be released in January.
“We don’t want to align with a celebrity for celebrity’s sake,” said ShoeDazzle senior vice president Kim Tobman. “We want to find a partner who speaks to our customer but who has a fan base we also think we would resonate with. Keke is about fashion and not just expensive fashion. Her real life is mixing the high with the low and that is something we have been passionate about since we launched.”
The first assortment by Palmer is a mix of ghillie-style stilettos, booties, boots with fringe detailing and sneakers. Prices start at $39.95.
The partnership is also a continuation of the company’s past strategies which have involved nearly 10 celebrity collaborations. The brand, part of El Segundo, Calif.-based TechStyle Fashion Group, was cofounded by Kim Kardashian and counted Rachel Zoe as chief stylist between 2013 and 2015.
“[Keke’s] a glamorous young starlet, but she is so real and authentic,” Tobman said. “If you follow her social channels, you get a real glimpse into her life and her street style.”
ShoeDazzle’s latest celebrity collaboration follows sister brand JustFab’s announcement last week that it was teaming with Millennial digital platform Betches on curated collections for its customers in a deal expected to extend through 2017. That partnership will also include original content to be shared on the Betches social media channels and site.