7 minute read
Shoe Salon
A Vow to Wow
Former bridal designer says I do to shoes with launch of She is Cheval.
HALEY PAIGE GUTMAN, former designer for Haley Paige Bridal and of Say Yes to the Dress fame, had to leave her former business self (name included) behind following a breakup. But rather than wait for her non-compete to end in 2027, the newly self-named Cheval decided to step into the shoe business. And while footwear presents unique challenges, the designer has approached her new endeavor with the same drive that brought her notoriety in the bridal industry, which included celebrity clients and a top 10 ranking in 2017 by Vogue.
But why shoes? Cheval cites a few reasons. “First, I feel a real connection to the development process from illustration and pattern making to embellishment and molds. I feel a familiar spark that excited me about what I could offer this new industry aesthetically,” she explains. “I also chose shoes because the product manifests a ‘walk it like you talk it’ mindset—a reminder to go your own way, own your story, go at your own pace and manifest your own destiny. It’s a fashion category that takes charge and takes you places.”
That philosophy translates to an overall aesthetic that Cheval describes as imaginative, sentimental and spunky. “The inspiration comes from holding onto who you are, especially when life gets complicated and gritty,” she says. “From childhood treasures and unwavering friendships to familiar pop-culture references and song lyrics that transport you to a happy place, there’s a lot of hidden messaging, which I look forward to unveiling in small, special doses.” Cheval says to be on the lookout for flying unicorns, Morse codes made to empower, intergalactic references and maybe a locket for the tiniest of love notes. “I want this collection to feel like an exciting treasure hunt that puts a little pep in your step, reminds you to walk—or fly—your own path and encourages you to leave an optimistic trail for someone else to be inspired,” she says.
Such a grandiose vision translates to a debut collection that is “quite varied and intentionally eclectic.” Styles span sneakers to slippers to sky-high stilettos to kitten heels—all connected with the designer’s generous thread of sparkle. “I love sentimental design, and I want this collection to feel inclusive and otherworldly, which is why you will find ‘Made in this Galaxy’ printed on the soles,” Cheval says, adding that she has grand plans for the label going forward. “I see venturing into specialized projects and collaborations, i.e. military/veterans, disability community, athletes and even astronauts. As much as I gravitate toward sparkle, I love that shoes are needed just about everywhere. Plus, I can finally utilize more of my fiber science degree.”
How might your bridal experience be an asset in designing shoes? Staying authentic in my creative expression has always been important. With so much product out there and a lot of stimuli pulling you in different directions, it’s easy to get distracted, lost in your messaging or, worse, feeling like you have to express something simply because everyone else is. I remind myself that the best rabbit holes require a special focus, and staying true to yourself allows for the most unique interpretation. That said, I also believe in being open to feedback. Social media has played an enormous role in my ability to connect with the very humans for whom I want to create. That makes for a special bond in how you evolve as a brand.
Where are your shoes made? We are proud to be a multi-hyphenated, small business. We work with a small team of women in the United States, a father-daughter duo from South America that have 30-plus years of specialty shoemaking experience and select labor-conscious facilities in Asia. We want to create detailed designer shoes that are distinctive, comfortable and attainable. Our assortment is curated, and our offerings will change based on material availability, demand and economic conditions.
How are you getting the word out about She is
Cheval? In addition to our pop-up shop in New York’s South Street Seaport that will run through the holidays, I’m a grassroots gal. I spend a large part of each day trying to get to every direct message on my two accounts: @allthatglittersonthegram and @sheischeval. I personally run these accounts. While I love getting to share my shoes and work, I believe social media is about people and how you show up as a human first. In addition to that, we’re exploring digital ads and media placements in ways that spread positive messaging that could possibly weave in our 501c3 foundation that provides young creatives the tools and resources to support them in the formative stages of their careers.
Who is the She is Cheval woman? She is herself. She is vulnerable. She is ready. She is strong. Whatever her journey may be, we want to support her. That’s why I love our name being a phrase, because it feels like a moment anyone can step into and own for themselves.
Shoe biz newcomer Cheval is all about the sparkle in her eclectic debut collection, She is Cheval.
Any advantages to being a woman running a woman’s shoe brand? The biggest advantage is not wanting to let other women down. That’s a special form of accountability.
What is the best business advice you’ve ever received? Keep your sense of humor and be grateful that tough experiences make you better understand exactly what kind of person you want to be in business and in life.
Who are designers you admire? There are so many, but here’s two: Lee Alexander McQueen, simply because of his depth, and Iris van Herpen for her textural innovation.
What is your first shoe-related memory? Pink neon Barbie shoes, my sister’s fuzzy bunny slippers and my mom’s velvet high heels at Christmas time.
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that aren’t as important or rewarding as a quality pair of shoes, which can change your life. If everyone is walking their 10,000 steps a day, they want to do so comfortably. Your entire day is changed if you’re miserable. People will pay a lot for comfortable, durable shoes.
How might some brands’ recent efforts to cull their retail distribution play into Ecco’s overall strategy?
It creates opportunity. We had been focused on growing our DTC the past few years, but we’ve reset that strategy. Wholesale will be super important to us while, over the next three years, DTC will become significantly less important.
I suspect plenty of retailers will be happy to hear that, given that their top complaint is brands prioritizing DTC efforts.
It’s crazy because you’re walking away from an entire swath of consumers. There’s also the risk of losing your cool factor, even for Nike. While their new flagship stores are state-of-the-art and in great locations, they’re just not as cool as a Concepts or other organic, authentic street fashion stores, in my opinion.
What role does the recent opening of Ecco’s Brooklyn design studio play in its cool factor?
The design studio is a commitment to making sure we’re serving the specific needs of our U.S. consumers. A lot of our recent heritage designs came out of that studio and a new generation of Soft 7 is coming next fall that’s much more youth-friendly. You need a U.S. sneakerhead to develop a concept that appeals to consumers here and around the world. Also, in order to be a global brand, we need to tap into the enormous global talent that exists and have designers who can interpret local needs. That said, we’re often finding that a great design originally envisioned as a local solution has global appeal. So, it doesn’t matter if designs come out of Shanghai, Brooklyn or Denmark. All that matters is bringing the best designs to consumers around the world.
What do you love most about your job?
One is team. Specifically, that I get to collaborate with talented people inside and outside Ecco. The second is inventing the future. We don’t know what the future will be, but we have a hand in creating it. That opportunity and privilege is exciting. We’re at that moment with Ecco. There’s a new generation of global leadership—our new CEO, Panos Mytaros, is an insider but also a disruptor. He’s got a great vision for the company. We also have a family ownership that understands what this opportunity is. We think the world has changed, and we believe we’re as good as anyone at building shoes, and our mission is to deliver great casual shoes for the modern family. We don’t think there is anyone better positioned to do so. •
—TOM BERRY, PRESIDENT AND CEO, ECCO AMERICAS
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