Lulus enters strategic initiative with D'Amelio Footwear

Lulu's Fashion Lounge Holdings, Inc. has entered into a strategic partnership with D’Amelio Footwear, a brand known for its trendsetting styles. The new partnership is set to bolster Lulus brand awareness among the Generation Z demographic while enabling both brands to reach a wider audience globally.

The partnership builds on the “Lulus Loves: D’Amelio Footwear” capsule, which features a limited-edition footwear collection that mixes Lulus’ feminine style with the dynamic footwear brand’s aesthetic. Created for the many occasions of life, from big events like weddings and back to school to the small occurrences of daily life, the collection offers a broad range of styles.

“Lulus is dedicated to empowering women to look and feel their best, and our partnership with female-led D'Amelio Footwear not only introduces highly sought-after products for our customers but also solidifies our position as a one-stop shopping destination globally," said Laura Deady, chief merchandising officer, at Lulus, in a statement. "Following the success of our collaborations with Boys Lie, Levi's®, and Vans, we are thrilled to bring D’Amelio Footwear to our customers as we continue to enhance brand value and expand our market reach.”

Drawn to D'Amelio Footwear in part due to its accessible luxury, the new capsule collection which launched on July 29, includes styles such as boots, platform slides, sneakers, pumps, sandals, and more, all created with style, comfort, and quality in mind.

"As we explored the possibilities of expanding our brand, teaming up with Lulus just clicked,” said Dixie D'Amelio, one of the co-founders of D’Amelio Footwear, in a statement. “Lulus isn't just one of the first major retailers to carry our collection—it's a brand we love. We admire how, like D’Amelio Footwear, Lulus helps women look and feel amazing for any occasion. We were so sure we’d be a perfect fit that we slid into their DM’s with a wild idea: let’s make it happen!”

“Lulus is the ultimate destination for our collection and we're equally honored and thrilled to introduce our new Lulus Loves capsule to our followers," added Charli D'Amelio, co-founder of D’Amelio Footwear. "We designed D’Amelio Footwear with our community in mind. Self-expression is such an important part of our community and we can’t wait to see how they personalize their style through what they discover at Lulus."

Lulus hosted an in-store meet and greet with Dixie and Charli D'Amelio at its Melrose store in Los Angeles on July 27, to celebrate the launch of the Lulus Loves: D'Amelio Footwear collection. During the preview event, shoppers had the opportunity to meet the sisters and shop the collection before its official release on July 29. To further promote the launch, Lulus featured the D'Amelios in a dynamic marketing campaign, including a photoshoot, social media activations, and a billboard in Times Square.

“For Lulus' inaugural celebrity partnership of this magnitude, our marketing campaign aims to push boundaries,” said Patrick Buchanan, SVP marketing at Lulus, in a statement. “With their distinctive personalities and dedicated fan base, the D'Amelio sisters bring unparalleled influence. We are strategically leveraging integrated strategies across social media, online platforms, in-person activations, and out-of-home advertising to position the Lulus brand at the forefront and cultivate the next generation of brand evangelists. It’s a very exciting time to be at Lulus, as the brand continues to become a household name.”