Foot Locker recently named LA-based designer Melody Ehsani the first Creative Director of its women’s business, but what exactly does that mean to the consumer?
According to Ehasni, she will be designing capsule collections for the sneaker retailer and curating a selection of Nike and Jordan products—since she’s partnered with Nike, she’s not able to work with competing brands. But for Ehsani, who started her eponymous women’s streetwear and accessories brand Melody Ehsani in 2007, her main goal is to make cool product more accessible to everyone.
“It’s really important for me to democratize cool product,” says Ehsani over the phone. “Just because right now, as it stands, when I work with brands, we’ll do a release, and especially in the sneaker world, it’ll be a limited release, and most of the shoes end up being resold at crazy prices. And it never really gets into the hands of my customer, or my girls. I’ve always priced my things in a way, because there’s a certain community that I like to serve and that I would serve for free if I could. And so I feel like Foot Locker will help me provide that level of product, but to a wider audience where I can actually reach a lot of different girls.”
Ehsani has built up the credentials needed to take on this role, which is a completely new position for Foot Locker. She’s worked on sneaker collaborations with Reebok and Nike, and maintained a store on Fairfax Avenue in Los Angeles—one of the few, if not only, stores catering to women on the streetwear strip—over the past 10 years.
Ehsani says she’s been in talks with Foot Locker about this position for a year and has announced that, as part of her new role, will launch Melody Ehsani x Foot Locker pop-up shops and their locations will be determined by a digital crowd-sourcing program that will take consumer feedback into consideration. Foot Locker says these pop-ups will open a week in advance of the capsule being available, so the city can shop the experience before it’s dropped globally.
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