Last night, while watching The
Grammys, I saw the trailer for Disney’s new adaptation of Cinderella, which
will be hitting movie theaters this March. Personally, I have never been
Disney-obsessed; If I see the movie it will be for the performances of Cate
Blanchett as the evil stepmother and Helena Bonham Carter playing the fairy
godmother. I also enjoy seeing the costumes in fantasy films and when it comes
to Cinderella, the glass slippers are crucial. It turns out Swarovski designed
the coveted shoes for the film, but additional interpretations are in
production for the everyday princesses around the world. That’s right, Disney is
collaborating with nine luxury footwear designers who have each created a unique
and enchanting design for Cinderella’s slippers (refinery29.com). The collection will launch globally in early
March, serving as the perfect promotion for the movie premier.
The collection will be carried in
retail stores including Saks Fifth Avenue in the US, Harrods in London, and
Galeries Lafayette in Paris. They will also be sold in Milan, Moscow, Tokyo,
and Dubai. Distribution on this scale
will surely increase awareness for the shoes and the film. Those involved in
the planning of this collection are excited and eager to see it in stores. Mark
Briggs, Chief Marketing and Creative Officer at Saks stated, “Saks aims to
bring back the magic in retail, and what better way to celebrate than
enchanting our customers with dazzling footwear fit to make any dream come
true” (businesswire.com). Saks will carry the line in their New York flagship
and Beverly Hills location. The windows at both stores will visually display
the collection in fairytale vignettes incorporating props and even some
costumes from the movie.
The nine designers in alphabetical
order are: Paul Andrew, Alexandre Birman, René
Caovilla, Jimmy Choo, Salvatore Ferragamo, Nicholas Kirkwood, Charlotte
Olympia, Jerome C. Rousseau, and Stuart Weitzman. The silhouette of each glass
slipper in the collection is undeniably characteristic of the brand behind it. I
love that Stuart Weitzman designed a bootie (pictured above), eliminating the fear of leaving
one behind when the clock strikes midnight. Unfortunately, we only have access
to these distinguished designers’ sketches at the moment, but from what we can
see it will be an incredibly diverse collection with enough sparkle to blind a
gal. What I admire most about this collaboration is the way it carries fantasy
from the big screen onto the sales floor. In my marketing courses, my professors
frequently lecture on the importance of finding creative ways to promote your
product, which in this case is the Cinderella movie. Normally, I would not care about this film.
However, the footwear collection associated with it will attract me into Saks just
to see the shoes in person. If that experience ends up leading me into the
movie theater, then job well done on Disney’s part. I’ve included three of my
favorite designs from the collection – select the link below to see all nine.
Disney Cinderella Slipper Collection: http://dcp.smugmug.com/Press-Releases/Cinderella-Shoe-Collection/47343057_s3DWSb#!i=3862209778&k=2P7dXWL
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