Mel, Forever 21 Launch Collaboration

Melissa’s little sister is getting in on the collaboration game.

The Brazilian shoe label’s main line is known for its design partnerships with such fashion, architecture and art-world icons as Karl Lagerfeld and Zaha Hadid, now its 2-year-old diffusion line, Mel, will mark its first foray into collaborative territory with Forever 21.

The six-style Mel for Forever 21 capsule collection for spring ’13 features sandals and slip-ons and starts at $19.80. The offerings debuted on Forever 21’s e-commerce site earlier this month and are slated to arrive at brick-and-mortar locations on April 26.

“Forever 21 is a great way for us to reach a wider audience with the right fashion credibility,” said Melissa’s U.S. CEO, Michele Levy, noting that, in keeping with the brand identity, the main component of the new collection is plastic. Other details such as studs, bows and color-blocking give the styles a youthful aesthetic. “Forever 21 stands for value, fashion and fun, so our values matched theirs.”

Forever 21’s global marketing director, Linda Chang, noted in a statement that she is also upbeat on the project, which is the first footwear collaboration for the Los Angeles-based juniors’ retailer. “Mel for Forever 21 fits flawlessly into our collection for summer 2013,” she said.

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