THE SJP SHOE: “Trust in the simple,” explained actress turned shoe designer Sarah Jessica Parker as she introduced her collection to editors for the first time, Thursday at the St. Regis Hotel. “I was so happy to support the single-sole shoe again.”

The SJP shoe line, which was revealed in June, was shown for the first time Wednesday to exclusive retail partner Nordstrom, which bought the collection sight unseen. Reportedly, the retailer couldn’t have been happier, as the well-thought-out line of 40 stockkeeping units had plenty to offer. “I think color can be a neutral,” said Parker, who boasted of custom colors with names such as asparagus, cherry, dove gray and her version of navy, which is more of a French navy. “People always have to ask their friends and husbands, ‘Is this navy or black?’ I want it to be clear.”

This story first appeared in the September 13, 2013 issue of WWD. Subscribe Today.

The styles range from a high heel and a mid heel to a kitten and a flat, and feature subtle yet classic designs such as mary jane pumps, simple strappy sandals and Parker’s version of a T-strap on a style aptly called the “Carrie,” which sits lower on the ankle to help the more vertically challenged customer pull off a style that tends to shorten its wearer. Each shoe will come with a design detail unique to the brand: a stripe of grosgrain ribbon up the heel or a small tab on the side of a slip-on shoe. “My sister and I always wore ribbons in our hair; we had a drawer full of grosgrain ribbon but not any money,” said Parker. That detail comes to the delight of business partner George Malkemus. “I want people walking down the street to instantly know a woman is wearing an SJP,” he said. And at a reasonable price for a “designer” shoe — $250 to $425 — the veteran shoe executive plans to see a lot of that.

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