“We don’t want to align with a celebrity for celebrity’s sake,” said ShoeDazzle senior vice president Kim Tobman. “We want to find a partner who speaks to our customer but who has a fan base we also think we would resonate with. Keke is about fashion and not just expensive fashion. Her real life is mixing the high with the low and that is something we have been passionate about since we launched.”
Each curated collection consists of about a dozen styles. The first, which is available, now, consists of an assortment by Palmer that includes a mix of ghillie-style stilettos, booties, sneakers and boots with fringe with prices starting at $39.95. The second will be released in January.