For the D’Amelio family, starting a footwear brand was a natural starting point.

According to Marc D’Amelio, who is the father of social media stars Dixie and Charli and the husband of Heidi, the family shares a collective love and enthusiasm for the product category.

“It felt like a perfect match for us, and we were confident that as a family, we could successfully introduce this category,” he said in an interview with Footwear News. “Footwear has always been a passion of theirs.”

The family plans to release its footwear collection in June 2023 under its newly formed D’Amelio Brands banner. The footwear line is the first of several launches the family has planned across different categories. Its creation process was led by Camuto Group veteran designer Lauren DiCicco.

The family’s new venture has received $6 million in seed funding from investors, including Fanatics Inc. CEO Michael Rubin.

The planned launch of D’Amelio Footwear marks a significant shift in the D’Amelio family’s business operations, as for the first time, they will have full creative control over the brand-building and marketing process.

Dixie and Charli have previously collaborated with brands like Prada, Burberry, and Puma and launched their own clothing brand, Social Tourist, but still lacked full control over the creative process and marketing of product launches.

“D’Amelio footwear is the first actual brand that we’ve started from nothing,” said Marc, noting that the process will be a storyline on the third season of the family’s Hulu docuseries, The D’Amelio Show. “It’s pretty miraculous what we’ve done.”

The upcoming women’s shoe collection will consist of seven styles and 28 SKUs. The range will include both dress shoes and sneakers, with prices ranging from $80 to $200 per pair.

Photo credit: D’Amelio Footwear