The D'Amelio Family is Taking Over the Footwear Space

The D'Amelio family is stepping into new territory. Though they rose to fame thanks to Charli D'Amelio's viral TikTok dances, the family has grown into a sensation. From several business endeavors to their Hulu show, the influencer family is treading new ground with their latest company, D'Amelio Brands. Founded by entrepreneurs Marc and Heidi D'Amelio, this cross-platform label has announced the global launch of its first brand, D'Amelio Footwear. 

Chic and accessible, the shoe brand was created by Charli, Dixie, and Heidi D'Amelio, along with designer Lauren DiCicco (who helped with Jessica Simpson's footwear brand). With seven styles, D'Amelio Footwear will feature sandals, sneakers, boots, heels, and more. Designed with style, quality, and comfort, the D'Amelios know how to connect with global audiences in an authentic way. The mom and sisters chatted with L'OFFICIEL about their new endeavor.

L'OFFICIEL: You're launching this footwear collection as a family. How did this idea come about?  

D'Amelios: We always thought shoes and beauty were the two categories we wanted to explore first as we were developing D’Amelio Brands. As a family, we all came together and as the ideas started to flow, it became even more clear that shoes were the right place to start. Like everything we do, it was definitely a family discussion and a decision as a unit and team.

L'O: What inspired this collection and how involved were you in the design process?

D'A: We have been extremely involved from the early inception of this project. Starting from the name to the designs and even down to the packaging. We wanted to ensure that the shoes were something we would wear, but that they were also really comfortable. It was great being able to test styles and prototypes so we could improve them. It was also so important to us that we try to keep the quality, while producing the shoes at a lower price point so it’s more attainable for our audience. We wore some of the earliest samples to Coachella – the ultimate test of comfort. Since the brand has our namesake on it, it was really important we would be able to stand behind the brand.

L'O: Working together as a family, how do you take all of your different styles and opinions and boil them down to one cohesive aesthetic for this collection?

D'A: We don’t always agree, but that is the fun part of working together. It’s fun to jokingly and constructively argue about our different styles and preferences, even down to the best colors. As a family, we’ve been really good at listening to each other’s points of view, and we also value each other’s input. There is a variety and mix of styles, so you can see each of our styles reflected in the shoes. The great thing about shoes is they aren’t always one size fits all, so having variety in terms of colors and styles is key. We hope that there is something for everyone within the collection.

D'Amelio Footwear will be available for early access on May 18th at 12 p.m. EST exclusively on their website.