First Look at Foot Petals Footwear

Foot Petals is giving up its single status.

After a decade of producing shoe accessories, ranging from cushioned inserts to non-slip pads, the brand’s founder and president, Tina Aldatz, is debuting footwear for spring ’11. Her Long Beach, Calif.-based company has teamed up with licensee Deer Stags to create a bridal and evening line infused with Foot Petals’ patented comfort technology.

“[A wedding] is a big milestone in a woman’s life, and sometimes brides put so much planning into the day that they overlook the comfort aspect,” said Aldatz, who is working with creative director and former Oh Deer designer Alison Muskat to place extra padding in the lining and non-slip pads on the soles. “Women should be able to walk comfortably down the aisle and not worry about having to take off their shoes at the end of the night.”

The 18-style collection taps into Aldatz’s affinity for 1940s fashion, featuring delicate flats, sleek wedges, pointed-toe kitten heels and T-strap stilettos embellished with crystal details. Made with white dyeable satins and metallic leathers, the line is priced between $59 and $129 and is being targeted to many of the nearly 5,000 retailers that already carry Foot Petals accessories, including Dillard’s, Nordstrom and Zappos.com.

“We’re fulfilling a need for sexy, yet comfortable evening shoes,” said Aldatz, who plans to bow a fuller collection of everyday footwear for fall ’11 and is considering hosiery. “This is the natural direction for the company. I want Foot Petals to be about anything and everything that has to do with feet, legs and shoes.”



The Founder

Tina Aldatz, a certified pedorthist, worked as a merchandiser at Max Azria and Victoria’s Secret before creating the Foot Petals brand in 2001.



The Inspiration

A love for vintage and flamenco dancing influenced the look, with Aldatz and Muskat incorporating heirloom-inspired brooches and stitched floral patterns into basic pumps and T-strap heels.



The Buzz

The line makes its official debut during FFANY in August, but retailers who got an early peek said Aldatz has balanced style and comfort. “These are classic bridal shoes but have all the cushioning and anti-skid details built in, and that makes a big difference,” said Nicole Vega, accessories buyer at Kleinfeld Bridal in New York. “You get a lot for your money.”

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