Tamara Mellon Launches Shoe Line With a Haute LA Luncheon

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Tamara Mellon celebrates the relaunch of her luxury shoe brand
Tamara Mellon celebrates the relaunch of her luxury shoe brand

Photo Credit: Rachel Murray/Getty Images for Tamara Mellon

British fashion designer Tamara Mellon hosted a haute luncheon to launch her new direct-to-consumer shoe line at the home she shares with fiancee Michael Ovitz this week.

Guests including UnREAL’s Constance Zimmer, Barely Famous’ Sara Foster, designer Rachel Roy, designer Jennifer Meyer, Violet Grey’s Cassandra Grey and Alexandra Von Furstenberg mingled as they took a look at the new collection and had a chance to chat with the former Jimmy Choo Chief Creative Officer. The guests were all treated to a special art tour featuring works by female artists in honor of Tamara’s “for women, by women” label launch.

Erica Zohar, Rachel Roy, Alexandra Von Furstenberg and Tamara Mellon
Erica Zohar, Rachel Roy, Alexandra Von Furstenberg and Tamara Mellon

Photo Credit: Rachel Murray/Getty Images for Tamara Mellon

Guests dined on homemade croissants, avocado toast with smoked salmon, poached eggs with kale and herb polenta and a seasonal fruit tart with vanilla bean whipped cream.

The new Tamara Mellon brand has an entirely new business model adapting to the “buy now, wear now” culture of shoppers, straying from the conventional fashion calendar and ultimately creating a more accessible price point. The line melds old school luxury craftsmanship with forward-thinking design with prices starting at $325. The collection is priced at approximately 50% below traditional luxury retail pricing with 60% of styles priced under $500.

Jewelry designer Jennifer Meyer, actress Sara Foster, Cassandra Grey and Stephanie Steinman
Jewelry designer Jennifer Meyer, actress Sara Foster, Cassandra Grey and Stephanie Steinman

Photo Credit: Rachel Murray/Getty Images for Tamara Mellon

The brand will feature two product drop channels:“Collection,” which will feature classic and timeless styles, with go-to silhouettes like pointy flats, strappy sandals, evening pumps, signature black heels, ankle boots and other footwear essentials, and “Lab,”  an experimental line where Tamara can exercise her creativity, featuring limited edition monthly capsule collections born from her unique design vision and unexpected partnerships.

TamaraMellon.com went live Sunday night to capture the thousands of people who log on during on the highest ecomm nights of the week.

Tamara Mellon's new direct-to-consumer shoe line
Tamara Mellon’s new direct-to-consumer shoe line

Photo Credit: Rachel Murray/Getty Images for Tamara Mellon

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