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DSW has teamed up with Vanderpump Rules star Ariana Madix on an exclusive curated collection of shoes for spring.
According to the footwear retailer, the new partnership runs through June 30, and will feature new drops added to the reality TV star’s collection every three weeks. Her curated collection of 30 styles were all hand-selected by Madix, ranging from sneakers, dress heels and flat sandals from brands like Converse, Adidas, Steve Madden and Dolce Vita.
Julie Roy, senior vice president and chief marketing officer of DSW, told FN that the company that frequently partners with celebrities and style authorities to drive brand consideration, relevance and buzz. “In particular, we look for celeb-fluencers that align with our brand, our customer, and have an engaged following,” Roy said. “Ariana was just that. She can rally her network of women, fans and followers who look to her for inspiration, to choose DSW.”
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Roy added that partnering with women and tastemakers like Madix only helps to further bring the DSW brand story to life. “We’ve seen the power of borrowed authority through our partnership with Ariana and past partners like Jenna Dewan, JoJo Fletcher and Chrishell Stause,” Roy said. “Their influence and style authority allow the brand to speak differently to new and existing customers. And most importantly —they all are shoe obsessed!”
As for Madix, she told FN that she wanted to make sure her curated collection had something for everyone. “I wanted to make sure my collection at DSW had a little bit of everything—sneakers, sandals, and some sexy, fun stilettos,” the Dancing with the Stars alum said. “My goal was to cater the collection to the woman who does it all! It was so much fun curating all of the different styles of shoes. The collection has something for everyone for whatever you are doing this season.”
For an everyday, go-to shoe, Madix said she would grab the Adidas VL Court 3.0, which is in her new DSW collection. “A classic sneaker is always great,” she said. “Can’t beat comfort when you’re running all over town.”
But, for a night on the town, Madix said she often goes for a stiletto. “A sexy stiletto is always great,” she added. “The Steve Madden Ulyana strappy stiletto sandal in my collection is perfect for a night on the dance floor with all your girlies!
Madix’s new curated collection, which retails between $37 to $120, is now available online through her exclusive shopping page on DSW.com.
