Zendaya adds luxury touch to affordable footwear
Zendaya is catering to "real women" with her shoe line, Daya by Zendaya.
Zendaya wants her new shoe collection to make women feel "luxurious and beautiful".
The 19-year-old star has teamed up with licensee Titan Industries on a range of footwear, with her stylist Law Roach acting as co-creative director.
Although Zendaya herself is a big fan of high-end offerings, like Christian Louboutin’s So Kate pumps, she knows not everyone can afford to buy such pricey products. After her last range was criticised for being too costly, the actress-and-singer and Roach re-evaluated things for Fall 16.
“It’s the same aesthetic and quality; we just wanted to make it more affordable, especially for my fans,” she told Footwear News. “For my demographic, I’m catering to real women who work, are getting their first jobs or are in college. I want them to have shoes that make sense for them.
“I want women to feel expensive, luxurious and beautiful, but not have to spend three years saving up for one pair of shoes.”
With a new outlook comes a new name for the line too. The old title, Sole of Daya, has been replaced by Daya by Zendaya, with prices starting at $70 (£54) for slide sandals and $125 (£96) for mid-calf gladiators. The shoes will be available at the likes of Kohl’s, Nordstrom and Amazon.com.
Titan CEO Joe Ouaknine was immediately blown away by Zendaya’s creative touch when they first met, as was Roach upon meeting her when she was just 12 years old. Since then he’s dressed her for countless big events, most notably in a silk ivory dress with long dreadlocks at the 2015 Oscars.
“We have this unique synergy. We can finish each other’s sentences,” he smiled. “I’ll know what she wants to say or do. We’ve grown up together. I call her my fashion soul mate.”
Their bond hasn’t gone unnoticed either, with designer labels such as Michael Kors and Louis Vuitton all clamouring to get their attention.
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