Sarah Jessica Parker’s SJP Collection shoe label is coming to Net-a-porter. A capsule line of party shoes will launch on the e-commerce site Nov. 17.
The 16-piece collection of heels and flats — largely fabricated in jewel tone satins and foiled metallic leathers — will retail for upward of $335.
“It’s a big collection full of dynamic colors and options for women,” Parker told WWD of the designs.
The actress and style star’s two-year-old brand has already garnered major distribution partners including Amazon and Bloomingdale’s. But Net-a-porter offers the brand “a different customer,” Parker said.
“They have a very specific way of detailing [the collection], for us it’s a fantasy — they are all satins, saturated color and ornamentation in a simple and elegant way,” Parker added. “The Net-a-porter customer is not about practicality. More likely than not, she’s buying a lot of shoes and is not looking for a shoe to serve a lot of purposes. These shoes are a party for your foot.”
The collection was brought to the site by Net-a-porter vice president of global buying Sarah Rutson.
“We are ramping up our accessories. Net-a-porter is very big and successful in selling ready-to-wear online and with that there is a huge opportunity to make even more of an inroad into the shoe, bag, and accessories categories,” said Rutson.
SJP Collection’s Net-a-porter introduction is part of a larger scheme by the e-tailer, “to highlight and bring a wider audience to the shoe category. I started to think about who women see as style icons. We are [also] always looking to create dialog and create exclusive products.
“We knew satin was a really big trend and I would see all of these images of Sarah Jessica in amazing outfits and gorgeous shoes, picking up her children from school in a pair of jeans, a big sweater and a gorgeous pair of satin shoes. That is who our Net-a-porter woman is, it’s how she lives — having that dialog with fashion,” Rutson said of the decision to begin selling the brand.
SJP Collection’s global rapport was also appealing, given the site’s international reach.
Said Rutson: “I think of Sarah Jessica as a real woman’s woman. She plays with fashion, enjoys clothes and interacts with clothes while living a life as a busy working mom.”