Unsurprisingly, the family that made its name on TikTok is pursuing a social-first marketing strategy to promote its new line of footwear. D’Amelio Footwear, the first retail collection from social media stars Dixie and Charli D’Amelio along with their parents Marc and Heidi, debuts today.
The line will include 28 styles of boots, platform slides, sneakers, pumps and sandals. Prices range from $80 to $200—a range Marc and Heidi D’Amelio called “accessible.”
Designed by Lauren DiCicco, who is known for her work helping to create Jessica Simpson’s footwear line, D’Amelio Footwear is expected to be the family’s first of many retail category offerings, following a $6 million seed round of investment last fall.
The D’Amelio family has a combined social media following of more than 390 million followers. They have been teasing D’Amelio Footwear for months on social media. The brand had more than 23,700 followers on Instagram and 2,600 on TikTok before today’s official launch.
