EDITOR’S PICKS
Aetrex
D E S I G N E R C H AT
JESSICA RICH IS one of those rare examples of a fashion-influencer-turned-shoe-designer whose creations caught the attention of followers, celebrities and (eventually) the fashion media because of their originality—not just because of her notoriety. In short, the shoes have done the talking. Rich, who launched her eponymous label in 2017, started the conversation with her Transparent collection of stiletto heels featuring clear PVC uppers. The shoes were unique and versatile—the clear color easily paired with a range of outfits. In addition, they were affordably priced (SRP: $215-$250) compared to most designer labels. It wasn’t long before her followers, along with a legion of celebrities, such as Kylie Jenner, Kim Kardashian, Jennifer Lopez and Cardi B, sported her shoes. And while Rich’s stacked Rolodex—she’s a former publicist—helped with celebrity seeding, she actually credits her design inexperience for helping her introduce something fresh. “Because I didn’t want to embarrass myself by trying to compete with designers who knew how to design with different fabrics and materials, I had to think of something that had not been done before,” she says. Enter PVC, a styling cue from Kanye West, who had been dabbling in the material with his collections. “I jumped on a trend that he started and pushed the envelope with PVC stilettos,” Rich says. “It was something no one had ever seen before.” That minimalist aesthetic has become Rich’s signature. “My shoes are simple, sexy and wearable,” she says, adding that originality is another key ingredient. “I never copy another designer. If I see something in the marketplace that I like, I make sure to change it completely into my own design. I like to create trends!” For Rich’s latest collection, debuting this summer, that translates to a dependable palette. “I think red is a great statement you can never go wrong with,” she says. “I also always love using black and nude, because they go with everything.” Rich hints at some “new normal” styles to come as well. “The pandemic definitely gave me some new ideas that I can’t talk about yet,” she says. “It’s something they’ve been asking for that will make their lives a lot easier!” In the meantime, Rich is busy with her new Los Angeles flagship in the Beverly Center. “My store is located in between some of the greatest luxury designers, including Versace, Burberry and YSL, which is very important for brand recognition,” she says. The designer believes brick-and-mortar is a key element for the label going forward—starting with five Nordstrom locations this March (in addition to Nordstrom.com). “Customer will now be able to shop the product in person, which is an elevated experience,” Rich says. 46 footwearplusmagazine.com • march 2021
Alegria
Dearfoams
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Who is the Jessica Rich woman? She is confident, sexy and sophisticated. She’s looking for a statement shoe that it’s comfortable, trendy and affordable. Where do you look for design inspiration? My inspiration comes from what I know the general public responds well to and what they need at the moment. I’m also very celebrity-driven, so I make sure I offer shoes that are super sexy and trendy. But I also design for the everyday girl who wants to make a statement with the hottest new item. What has been the hardest challenge to getting your brand known? Getting respect from the media. It took me countless celebs for bigger media outlets to finally recognize my line. That comes down to me being an African-American from the United States because, if you notice, anyone from overseas that does anything in fashion gets praised more because they’re from a city that originates fashion, such as London or Paris. I’ll watch a new brand launch, with just one design, and suddenly they’re in 50 retailers and all over the internet because
they’re an “international brand.” Who are some designers you admire? Tom Ford is my favorite! He always pushes the envelope. He’s very daring and super sexy. My dream is to collab with him one day! Is there a perfect shoe? Not to sound conceited but I would say my original Fancy stiletto. It was the first Cinderella pump on the market, and it was amazing because it goes with everything and it makes your foot look super sexy, especially if you have a great toes. What was the best piece of design advice you were ever given? Just start! Some people get scared to get out there and start a brand. If you want to design, just get a piece of paper and get going. What do you love most about designing shoes? I think shoes are the most important part of the outfit that really tie together an entire look, and what I love most is the simplicity of my designs that go with anything but can still make a statement. That’s my aesthetic, and it works.
E D I TO R ’ S P I C K S P H OTO G R A P H Y BY N A N C Y C A M P B E L L
JESSICA RICH
