This Celebrity-Loved Shoe Brand Is Getting a Relaunch

Dacy Knight

Designer Tamara Mellon, the Jimmy Choo co-founder who created her own namesake brand three years ago, just relaunched her coveted see-now, buy-now shoe label, and the site went live today.

Mellon's new business model builds off her original approach of right-now accessibility. This time it's direct-to-consumer, so you can expect to see more accessible price points for the same quality of shoes (over half the collection is priced below $500).

"Back when I launched the first version of the brand, the see-now, buy-now approach didn't really work, because you need a mass of people to affect change," she tells Vogue.com. But notions of shopping have since shifted, as evidenced by more and more designers offering shoppable selections immediately after fashion week shows. Mellon's confident about her forward-thinking approach.

"Fashion is going through what the music industry went through several years ago," Mellon observes, noting that consumers want to buy items online and have them delivered to their homes, not see things they can't buy until months later. Mellon's model caters to consumers' desire for instant gratification and also avoids department-store markups. Furthermore, it grants the label more flexibility in creating and selling brand-new styles quickly, without the barriers of wholesale channels.

In addition to the classics, like her signature Frontline sandals ($395) that have become a celebrity staple on the red carpet, she's introducing a range named Lab that features more experimental styles like honeycomb-cut boots. Mellon hopes to open a brick-and-mortar store in the upcoming seasons, but for now, fans of her designs can shop the shoes on her brand-new site.

Shop some of our favorite Tamara Mellon picks below!

Opening Image: Gregg DeGuire / Getty

Explore: Tamara Mellon

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