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Unforgettable Moments by Lela Rose includes dyeable shoes
11
Feb '09
Payless ShoeSource and New York-based fashion designer Lela Rose announced today the availability of Unforgettable Moments by Lela Rose, a special occasion collection of dyeable designer shoes and accessories created by Rose exclusively for Payless.

The new brand was inspired by the 2007 launch of the Lela Rose Wedding Collection and the 2008 launch of Lela Rose Bridesmaids, and further expands the fashion designer's partnership with Payless.

The new Unforgettable Moments by Lela Rose collection includes satin dyeable shoes, coordinating handbags, and satin bridal styles. The satin dyeable shoes are available in 64 custom colors handpicked by Lela Rose; the designer focused on colors with lasting power, as well as the hottest seasonal hues, including such colors as Cashmere, Sparkling Sage and Pomegranate.

Girls' dyeable styles will also be offered online as part of the new collection. The line is available now in stores nationwide and later this month online at www.unforgettablemoments.com. Seasonal refresh styles are expected in the future.

"When I launched the wedding collection, the void in the market for great-looking designer dyeable shoes became very apparent to me. The dyeable arena very much needed a style lift," said Lela Rose.

"Plus, it was important to me to make the shoes affordable. Whether preparing for a wedding, formal occasion, sweet sixteen party, or a high school prom, women of all ages deserve designer style and the perfect match for that special dress -- at a price that offers even more cause to celebrate. By designing the right silhouettes with amazing details and selecting great colors and fabrics -- a $45 pair of shoes can and do look like they are $300."

Payless is the only nationwide retailer to offer affordable special occasion designer shoes that are dyeable.

"We are thrilled to expand our collaboration with Lela Rose into a beautiful, accessible line of dyeable designer shoes and accessories that offer an incredible palette of possibilities for women," said LuAnn Via, CEO and president of Payless ShoeSource.

"Launching this new brand and collection is ideally suited to Lela's design talents and unique view of American fashion, and we anticipate a tremendous reception from shoppers and Lela Rose's fans. Payless Guest Designers like Lela are a powerful element in our mission to democratize fashion in footwear. Through this partnership we are able to bring Lela Rose designs to shoppers nationwide so that more and more women -- and little girls -- can have access to her incredible sense of style and taste."

Rose and Payless initiated their relationship in September 2006 to launch the Lela Rose for Payless seasonal women's collection, a line of original footwear and accessories created in conjunction with Lela Rose's ready-to-wear clothing label.

Together -- in true "high-low" fashion -- the footwear and clothing collections are unveiled on the runway at Lela Rose's New York Fashion Week show, held in February for the Fall season and September for Spring. Rose and Payless are to unveil the Fall '09 Lela Rose for Payless collection at New York Fashion Week this weekend, and expected on the runway is also Unforgettable Moments by Lela Rose.


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