Chinese Laundry is going the pageant route.
The footwear brand is the new official footwear sponsor for this year’s Miss USA and Miss Universe contests.
Contestants in Miss USA pageant in June will wear the brand’s Haylie style, the company said. The Miss Universe event will take place in Sao Paulo, Brazil. Chinese Laundry will also supply shoes for the preliminary competitions.
“We feel this is our image customer,” said Chinese Laundry CEO Bob Goldman. “The show is drawing a younger demographic and is much more exciting. We believe the response will be fantastic.”
The brand has signed on for one year, but the deal could turn into a long-term relationship, according to the Miss Universe organization, which produces both pageants. Chinese Laundry will replace Nina, which has sponsored the events since 2004.