RACHEL’S MINT CONDITION: Rachel Bilson is the latest celebrity “influencer” to join the BeachMint fold. The rapidly expanding e-commerce platform, which launched last October with JewelMint, a jewelry line designed by Kate Bosworth and her stylist, Cher Coulter, has unveiled its latest arm, ShoeMint.com, which will go live in late November. Bilson and her longtime stylist, Nicole Chavez, have signed on as the celebrity designers, while Steve Madden is partnering on production. Like BeachMint’s other celebrity partners, who include Bosworth, Ashley and Mary-Kate Olsen (StyleMint) and Jessica Simpson (BeautyMint), Bilson has experience in the fashion sphere, including a collaboration with DKNY Jeans. This is her first shoe project.

“I loved the idea of designing really cute shoes that are affordable and accessible,” said Bilson. “The whole idea behind the BeachMint brand makes the online shopping experience so personal.” All the BeachMint verticals follow the same format of a members-only site (meaning e-mail and password registration), and a monthly selection of merchandise that’s tailored to the user’s taste and available at a set price. All ShoeMint shoes will sell for $79.99.

This story first appeared in the October 6, 2011 issue of WWD. Subscribe Today.

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