Behind The New Shoe Brand Selena Gomez & Kristen Stewart Love

Soebedar Shania Pump Selena Gomez
Soebedar Shania mesh pump.
Courtesy of brand.

Dutch design and Italian craftsmanship meet in the middle at Soebedar. The Netherlands-based women’s luxury footwear brand is crafted by designer Sieta Soebedar with partner and husband Radjesh Soebedar. In just three seasons, the Italy-made line has garnered the attention of Hollywood stars, including Kristen Stewart and Selena Gomez. Radjesh Soebedar said the brand’s appeal is its attention to detail.

“Sieta finds a shoe a fascinating object, because of the unique structure and the realization process behind it,” he said.

Since Soebedar’s launch for fall ’15, each shoe has been handcrafted in Parabiago, just outside Milan, and features a signature orange leather sole. The styles are priced from $475 to $1,200 and range from booties to pumps featuring standout details such as snakeskin, glitter, lace or mesh.

For 2016, the team turned to the Middle East for inspiration — think Indian embroidery and embellishments combined with modern technology, such as laser-cut techniques.

Soebedar Shoes Designer Sieta Soebedar. Courtesy of brand.

“The fall ’16 collection is inspired by sheer materials and classic designs,” said Sieta Soebedar.

Unique designs and press coverage have led to prime celebrity placements, specifically for the brand’s Shania pump in mesh and patent leather. Gomez, for instance, wore the style four times during the Paris and London fashion shows.

“We definitely see a rise in sales when celebrities like Selena Gomez and Kristen Stewart are wearing our shoes,” said Sieta Soebedar.

 

While Soebedar sells direct to consumers through its e-commerce site, the brand aims to expand its retail presence across the U.S. and Middle East. With retail expansion, the brand is also predicting a 10 to 15 percent sales growth for fall ’16 over the previous year.

“Our long-term intention is to realize an international marketing strategy and make our shoes available across countries and distribution channels and partners,” said Radjesh Soebedar.

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