FN ACHIEVEMENT AWARDS 2011LAUNCH OF THE YEARDIVINEREALITYRachel Zoe addeddesigner to her list ofduties this year and hasbeen a winner right out ofthe gate. BY LAUREN DILELLOAfter years of dressingcelebs in other designers’labels, Rachel Zoe brokeout with her own namesakeline of footwear, appareland handbags for fall ’11,much to the delight of fans,consumers and retailers.“Here’s a woman who has seen the best fashionin the world, has her own vintage archives andhas personal style,” said Neiman Marcus SVP andfashion director Ken Downing. “You add all thattogether and it’s phenomenal.”The stylist-to-the-stars leapt into the worldof fashion design along with husband RodgerBerman, who joined the <strong>com</strong>pany as president in2009, and documented much of the process onher hit reality series, “The Rachel Zoe Project.”She partnered with LF USA to create a glam,1970s-inspired contemporary line she calls ontrend but not trendy.“For me, it’s about doing a very diverse collection— having an amazing ankle boot, an incrediblestrappy wedge — something for everybody,”she said of the styles, which retail for $195 to $395for shoes and $425 to $695 for boots.Launching three product categories at once wasno easy feat, but Zoe said she wouldn’t have it anyother way. “As a stylist, it’s always been about alifestyle, and you can’t achieve that without havingshoes and handbags,” she said.So far, going full throttle seems to be worth therisk. Zoe’s inaugural collection was picked up bymajor retailers at home and abroad, includingNeiman Marcus, Bloomingdale’s, Nordstrom, SaksFifth Avenue and Selfridges. With the launch sucha hit, she quickly doubled her offerings for resortand spring with a variety of heel heights and newconstructions.“Right out of the gate, Rachel has a certaincredibility that a customer who loves fashionresponds to immediately because she alreadyhas the fashion authority,” said Bloomingdale’sfashion accessories director Brooke Jaffe. “She’searned her stripes.”Michele Love, national merchandise manager fordesigner shoes at Nordstrom, agreed: “Each silhouetteis edited and editorial, but more importantly,it’s done in such a way that it is absolutely wearableand integral to ready-to-wear for the season.”Zoe is also a success online, said Shopbop.<strong>com</strong>DMM Darcy Penick. “The collection is a truetestament to Rachel’s style and her sensibility asa woman who loves to dress up, but who also understandsthe importance of balance between theaesthetic and the wearability,” she said.And Zoe’s celebrity clients — who include HollywoodA-listers such as Eva Mendes, JenniferGarner, Kate Hudson and Cameron Diaz — arealso big fans of the fledgling designer.“I’ve always admired Rachel’s style,” saidMendes. “She’s a real, true individual, and I’mthrilled that she’s finally doing what she was bornto do: design.”Garner, who has been styled by Zoe for almosta decade, lauded her abilities. “Rachel is such anartist when it <strong>com</strong>es to stylingand designing,” she said. “Shehas an incredible eye that I’vebeen lucky enough to havedressing me, and it’s abouttime that she share her designtalent with everyone.”Zoe admits she’s still learningabout the business and isgrateful for her footwear mentorand partner, Larry Tarica,co-president of Jimlar Corp., adivision of LF USA (and a fellowFNAA honoree).Tarica is equally enthusiasticabout the partnership. “Weare appreciative of this terrificopportunity to work with her,”he said. “Rachel is not onlytalented, with a clear visionand point of view, but she isopen-minded and extremelycollaborative.”Now, Zoe and Berman said,they hope to build on thebrand’s momentum. AdditionalRachel Zoe product categories are on thehorizon, with jewelry, smallleather goods and cold-weatheraccessories expected next.“We’ve been working on this for 18 years,” saidBerman of Zoe’s foray into the fashion industry.“She worked hard to get here, and I’m workinghard to keep her here.”Zoe concedes that while the collection’s successhas exceeded her expectations, she often finds theexperience surreal. And she, too, is determined tokeep her brand on top. “The fact is, you’re only asgood as your last collection, and it’s great that everyoneloves it, but I have to keep it up, and everycollection needs to be better,” she said.Designer and close personal friend BrianAtwood, who is also honored this yearwith an FNAA Launch of the Yearaward, is confident thatwon’t be a problem. “Ifshe asked for [myadvice on designing],of course I’dgive it,” he said.“But she totallygets it.”A spring ’12 sandalfrom Rachel ZoePHOTOS: COURTESY OF RACHEL ZOE48 | | NOVEMBER 28, 2011
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