Taylor Swift Signs Three-Year Deal With Keds
Photo courtesy of WWD
A sneak peek of Swift's red Keds launching October 22.
She's got two fragrances and a gig as a CoverGirl. Now that Taylor Swift has the beauty world licked, itís time to bring her country girl charm to the fashion biz.
Swift will have input into the direction of the brand and its products, including a red shoe with baseball-like stitching which will launch on October 22 to coincide with the release of the singer's latest album, Red. Priced at $50, the sneaker will be sold exclusively through TaylorSwift.com as well as Keds.com, Nordstrom.com, and Journeys.com.
For Swift, who will also participate in giveaways and exclusive content, the Keds partnership has personal roots.
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"I've been a fan of Keds for years, because they have two of my favorite elements of great style—they're classic and effortless," she tells WWD. "I remember wearing Keds as a little kid, while riding my bike around the farm. When I got older, I started wearing them again. There's something cool about shoes that you can grow up with."
"I think they add something casual and cool to your look, and the new colors and patterns are so eclectic. I love pairing them with vintage looks."
By teaming up with Swift, Keds is hoping to win new fans within the 13-to-24-year-old female demographic. A digital and print campaign will feature empowering stories from young women—including Swift—while the crossover star will help the brand appeal to her fanbase.
"Everything that we do runs through Taylor in terms of production in our collaboration," says Keds brand president Rick Blackshaw. "She's our North Star. She will help us expand the brand."
Can Keds cowboy boots be far behind?