Best foot forward
Cipela’s new campaign encourages women to stride confidently when they return to work after going on leave, writes Kasmiah Mustapha
FANS of Cipela shoes know that every year they can choose from three distinctive collections — Everyday Cipela, Cipela Evening and Cipela Bridal.
They also know that each collection offers comfort, versatile designs and quality materials. Since fans are familiar with the brand, each collection is launched without any fanfare.
However, this year, they were in for a surprise. For the first time, Hidayah Hassan decided to launch a back-to-work campaign last month for the Everyday Cipela collection.
The founder and chief creative officer of Cipela says the campaign aims to encourage women to stride confidently with a new pair of shoes when they return to work after going on leave or after the year-end festive season.
“There is always a back-to-school campaign for children for shoes or bags. So I thought why not have a similar theme for the Everyday collection. I want to bring something new and different to the collection this year. I think women also need back-to-work shoes when they are back in the office to face new challenges in their jobs in the new year. They need shoes that are practical but do not ignore aesthetics. The Everyday collection offers both practicality and beauty.
“The shoes are simple, classic and versatile. You can wear them with a new outfit and who knows, you may feel more confident, have more fun or are able to enjoy the day at the office.”
Everyday Cipela makes it easy for women to move from the office to meetings to dinner comfortably as they are made for walking.
The collection comprises leather pumps and court shoes in various colours including blush pink, black, silver, nude and navy.
Hidayah says although the focus of the campaign is on Everyday Cipela, it has also launched the
Cipela Evening, another sought-after collection.
The collection combines local traditional as well as contemporary styles. The Cipela Evening comes with bows, and in various bold colours.
As for the Cipela Bridal, customers can choose shoes made from lace and satin silk in white, ivory, pearl and gold.
Hidayah says all three main collections are always in demand. Due to their limited numbers, once the stocks are sold out, she will introduce new colours and styles.
“We also introduced shoes for festive seasons. Recently we launched ballerina shoes for Chinese New Year in collaboration with Sereni and Shentel, the headband brand based in Kuching, Sarawak. The 1.5 inch (about 3.81cm) block heels shoes are exclusively available at Poppies shops in Kuching and Sibu. It is the fourth year Cipela has teamed up with Sereni and Shentel for an exclusive shoe line.
An accountancy degree holder, Hidayah’s love for designing shoes led her to set-up Cipela in 2012. Another reason was that she could not find high-heeled shoes that are stylish and comfortable in her size. Knowing that other women also faced the same problem, she decided to offer custom design shoes for them.
She initially sold the shoes at bazaars, trade fairs, private events and on social media before opening an outlet in Wangsa Melawati. In 2014, she won the Superb Teraju BizPitch business grant which allowed her to expand the business and moved her store to Bangsar Shopping Centre.
With the expansion, and using her experience studying and living in Bosnia Herzegovina, Hidayah was able to create exclu- sive customised as well as ready-to-wear handcrafted shoes. In addition, the designs also highlight distinctive textures and patterns in local textile arts, such as batik and songket.
Hidayah, who is fluent in Turkish, says some of the collections are made in Turkey because the contract manufacturer has the best quality of leather.
Cipela, which means shoes in Bosnian, Serbian and Croatian, is made from leather, with leather lining and insole, that protects feet from pain and blisters. It is one of the reasons Cipela shoes are different from other brands.
“We make the shoes for a niche market. I don’t like to produce for the masses because you can find the same designs in every brand. People recognise Cipela shoes because of its exclusive designs and colours.
“It is important for me to design shoes that are comfortable and with unique designs. You can see details such as little bows on the heel, the dramatic bow on the Evening collection, the bright, bold and vibrant colours of yellow and pink. We are also known for shoes lined in silk and covered with intricate beads.
“I love designing shoes for the niche market. I want to offer quality footwear in stylish designs and which are comfortable.”
Prices for Cipela’s ready-made collection range between RM400 and RM600 while the bespoke starts from RM750.
I think women also need back-to-work shoes when they are back in the office to face new challenges in their jobs in the new year. Hidayah Hassan