Isabel Toledo Become First “Fashion Icon” to Design for Payless

March 22, 2010 • Accessories

Isabel Toledo lends her design eye to Payless ShoeSource

The latest designer to team up with fast fashion shoe retailer, Payless, has just been confirmed to be Isabel Toledo. As a veteran of the biz for many years, Toledo's sophisticated yet funky style was immortalized last year when First Lady Michelle Obama chose the designer's lime green coat and dress for the inauguration of President Obama. And though Toledo has been enjoying success within the luxury market, she claims to want her designs to reach a wider demographic. “Working with Payless gives me an opportunity to reach so many women,
and it’s a treat to be able to touch as many women as I will,”
Toledo said. The collection, which debuts in September, will feature handbags and shoes in mixed materials such as patent leather, nylon, rubber and mesh, and in shapes including flats, square heels and galoshes. When it drops the Isabel Toledo collection for Payless will hit hundreds of Payless stores and all items will retail for under $40. “My business is quite couture and precise,” Toledo told WWD. “This is taking
into account all different lifestyles. In a way, it’s the closest thing
to real life for me. And I feel like I’m all of these women.”

Toledo joins the increasingly bigger ranks of high end designers who have forged  a partnership with the footwear retailer. Previous partnerships resulted in footwear lines by Lela Rose, Alice + Olivia and the currently poplar styles of Christian Siriano. So why do so many luxe labels like to design for the masses? LuAnn Via, chief executive officer at Payless ShoeSource says its a win win deal for both parties involved. “It’s a great
opportunity for new designers and it gave us the opportunity to bring
runway fashion to the world. That’s what we’re looking to do, to bring
value and fashion to our customers. And while we like the idea of
bringing in emerging talent, we now have a fashion icon in the group
with Isabel.” Keep an eye out for Isabel Toldeo's collection for Payless, scheduled to hit stores in September.

Article and Photo Source: WWD
-Alia Rajput

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