Santa Monica, CA—Actress and self described “fashion junkie” Rachel Bilson and her longtime stylist, Nicole Chavez, are partnering with Steve Madden and BeachMint, a leading social commerce company, to launch ShoeMint.com.
Described as an “affordable luxury brand” Shoemint will sell its namesake footwear collection on BeachMint’s online platform, the partners announced on Thursday.
Bilson, who previously collaborated on designs with DKNY Jeans and Macy’s for her homeware line, Edie Rose, said: “As a designer, I’m always exploring new mediums and footwear is a category I’ve always been very passionate about, especially since I’m only a size 5.”m
“It’s even more exciting to launch a collection online with one of my closest friends and stylist, Nicole, as well as with an industry leader like Steve Madden.”
Bilson: ‘This Generation’s Jane Birkin’
Bilson added that she believes more people are shopping for footwear online “and with BeachMint, I have the opportunity to design not just the shoes, but the full experience for our customers, which feels more personal and rewarding for me.”
Chavez, whose client list includes such celebrities as Scarlett Johansson, Jessica Simpson, Nikki Reed, and Kristen Bell, said she is excited about the partnership. “Rachel and I are obsessed with shoes, so ShoeMint is an exciting opportunity for us to create a collection we love for every woman’s style.”
Referring to Bilson as “this generation’s Jane Birkin,” Madden said the actress “has that innate, effortless style. I am so excited to design ShoeMint with her. But unlike the bag named after Jane, there won’t be a six month wait for the Bilson!”
ShoeMint.com will launch for holiday in preview as the latest brand of BeachMint’s growing family of online brands, including JewelMint.com with Kate Bosworth and celebrity stylist, Cher Coulter, StyleMint.com with Mary-Kate Olsen and Ashley Olsen, and BeautyMint.com with Jessica Simpson and celebrity skincare expert, Nerida Joy.
As with all of BeachMint’s online brands, ShoeMint members will receive personalized selections each month matched to their Style Profile, along with trend reports, videos, and style tips.
BeachMint is a venture backed e-commerce company for celebrity-curated direct to consumer sites, founded by serial tech entrepreneurs, Josh Berman (Co-Founder MySpace) and Diego Berdakin. BeachMint launched their first brand, JewelMint.com, with Kate Bosworth in Oct, 2010.