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Nine West Inks Deal With Joss Stone

The company's Vintage America brand continues its musical theme.

Nine West Creative Director Fred Allard and Joss Stone
LOS ANGELES — Nine West Vintage America is getting a little help from across the pond.

The label has signed Grammy Award-winning, British R&B singer Joss Stone to produce a fall ’10 capsule collection. Stone will collaborate with Nine West Creative Director Fred Allard on the project, with proceeds benefiting Soles4Souls. Shoes in the line will retail for $70 to $120, according to Stacy Lastrina, chief marketing officer for Nine West’s parent company, Jones Apparel Group Inc.

While the collection is still being developed, Lastrina said the brand would likely release three styles, each reflecting elements of Stone’s personality. For example, some prototypes feature personal style inspired by Stone’s floral tattoos.

“I am constantly enamored with people’s personal sense of style in all aspects of their life,” said Allard. “Taking inspiration from Joss’s unique free spirit, effortless creativity and beautifully designed tattoos, this collection will incorporate her mind, body and soul to create some wonderfully imaginative footwear.”

For her part, the songstress told Footwear News she was eager to introduce meaningful elements of her life to the collection. “I am excited to collaborate with Fred and to couple my artistic visions with his fabulous design sensibility,” said Stone. “My style is constantly evolving and is shaped by my love of art and endless imagination.

“Each of my tattoos holds a very special meaning for me,” she said. “I love that the [collection] will incorporate some of my unique tattoo designs to give the line an even more personal connection.”

The Nine West Vintage America line launched in fall ’09 with the concept of rugged American individualism. “It’s almost like that favorite pair of jeans you never want to part with,” said Lastrina. “It’s soulful, sincere and free spirited.”

The brand’s connection to music started with its launch, when it teamed with singer Miranda Lee Richards. Last year, the label also held the Nine West Vintage Voices Competition, naming singer-songwriter Jasmine Commerce as the winner. Commerce will continue to work with the brand and is planning a performance during the next Fashion’s Night Out event.

“Music speaks to a generation in terms of tone and attitude,” said Lastrina. “Things today need to be born from something authentic. It’s not just about putting more shoes into the marketplace. So music has been a part of this brand since day one.”

Lastrina said Stone’s collection would be featured heavily in online and social networking programs, including music downloads. Lucky magazine will also profile Stone in an upcoming issue, promoting her ties to Soles4Souls.
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