Last year, the D’Amelios — TikTok stars Charli and Dixie, as well as their father Marc and mother Heidi — revealed their intention to make big moves in the retail space. D’Amelio Brands arrived with $6 million of venture capital behind it and a clear plan: First shoes, then the world.
D’Amelio Footwear is the first venture born out of D’Amelio Brands, and it offers numerous styles of women’s shoes, ranging from sandals to sneakers to platform pumps. Lauren DiCicco, who has worked with celebs like Jessica Simpson, is serving as the brand’s Head Footwear Designer. “Breaking into the fashion footwear space has always been a dream of ours and we are so excited that our dream is finally a reality,” reads the D’Amelio Footwear website.
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As they launched their latest venture, the D’Amelios got to share their excitement with some of their friends. At a launch party in Los Angeles on May 18, models stood on tables while clad in D’Amelio-brand shoes, and guests went home will footwear-filled gift bags. Attendees included all four D’Amelios, Real Housewives cast member Teresa Giudice, University of Connecticut basketball star Azzi Fudd, and plenty of creators, including Tana Mongeau, Jack Wright, and Jason Nash.
Though D’Amelio Footwear is an ambitious attempt to turn TikTok views into retail dollars, it’s far from the only item on its founders’ schedules. Both Charli and Heidi competed on the most recent season of Dancing With The Stars, which Charli won. Dixie is investing in startups alongside her sister, and Marc mulled a TikTok acquisition — though he ultimately decided against it.