Disney takes consumers to the ball with shoe designer tie-up
Disney is looking to replicate the merchandising success of its major princess-led animated flick Frozen as it partners with nine global luxury shoe designers to create a collection of Cinderella’s iconic glass slippers in an effort to build buzz leading up to the March release of the live-action film.
Jimmy Choo, Alexandre Birman, Salvatore Ferragamo and Stuart Weitzman are among the designers working with Disney to create a collection of shoes modeled after Cinderella’s glass slipper, based on their own interpretations of the shoe and story. The line will be revealed for the first time on 13 February at the Cinderella Exhibit at the Berlin Film Festival.
Swarovski, which provided the glass slipper for the film, will also provide the crystals for the shoes, which will be available at selected global retailers such as Harrods and Saks Fifth Avenue as well as in some of the designer brand’s own stores.
The collection is an effort to promote the live-action version of Cinderella starring Cate Blanchett, Lily James, Richard Madden and Helena Bonham Carter, which will hit UK theatres on 27 March.
The brand is likely also hoping to tap into the commercial success of its princess category through the collection, having recently credited animated princess film Frozen for sales growth.
Despite being released in November 2013, Frozen helped Disney report total sales of £88bn for its first financial quarter ending 27 December 2014, and to date, total merchandise sales in the UK for the film have reached an impressive £35m.
“Cinderella’s glass slipper has become a magical symbol of transformation,” said David Lee, footwear director of Disney EMEA. “Each pair of shoes in this exciting global collection captures Cinderella’s elegance and grace through the lens of celebrated designers, making this shoe collection truly fit for a princess.”
Sandra Choi, creative director of Jimmy Choo, added that the story has ignited a love affair and fascination with shoes.
“I think every girl desires a Cinderella moment in her life,” she says. “The power [shoes] have to transform is instilled from a young age and the fantasy remains alive forever.”
