Lady LUX

Isaay.com looks to lure customers by harnessing celebrity power. The fashion retail site intends to feature the new shoe collection from TV star Adrienne Maloof, best known for her role on “The Real Housewives of Beverly Hills,” reported WWD.

Created in conjunction with Charles Jourdan, the new line —Adrienne Maloof for Charles Jourdan — will be released on the website in October.

The launch will feature a capsule collection of 10 various styles, priced from $195 to $395. Ranging from basic to glitzy, the line embraces everything from boots to platform heels.

“It was so flattering to be asked to be part of such a classic brand,” Maloof said to WWD. “It’s a (line) that is designed to appeal to women of varying lifestyles, so big city fashionistas and on-the-go moms will both find looks that work for them.”

This is not the first collaboration for the e-commerce site; it already boasts two critical partners: Bob Campbell, BBC International founder and CEO, and Tarek Hassan, president of The Tannery.

In preparation for Isaay’s July 15 relaunch, Hassan will be helping handpick which labels to highlight on the site, whereas Campbell will draw on his extensive experience in the footwear industry to mold the overall business.

“It’s turning out to be a great challenge,” Campbell said to WWD. “(The site) is unique and it’s not run-of-the-mill fashion.”

The e-tailer also aims to boost its business with distinctive sales features, including 360-degree product views and video elements.

Joe Ouaknine, CEO of Titan — the company that relaunched the Charles Jourdan brand in 2009 — reported that the collaborators will be cautious to accentuate Maloof’s aesthetic while still retaining the traditional style of the Charles Jourdan brand in the new shoe collection.

“We took an established luxury brand and added her name to it,” he said. “We will keep the (classic) DNA and add her touch and glamour.”

The companies have big plans to promote the launch. The collection will be showcased at FFANY this week, with another possible event occurring during New York Fashion Week in September. A launch celebration is scheduled for October at Boston’s The Tannery.

The partners will distribute the shoes to critical department stores and specialty retailers in time for fall 2011; new styles, and potentially handbags, will be released for spring 2012.

Shar believes customers will be eager to slip on the reality star’s footwear.

“(Maloof’s) love of shoes translates well into her line,” he said. “The association (with her) will drive traffic to Isaay, as well as build sales for her line.”

Tagged in: footwear, shoes, adrienne maloof, isaay, real housewives of beverly hills, isaay.com,