FN Spy

This Aussie brand is mak­ing so­cial waves, and All­birds nabs a siz­able in­vest­ment.

Footwear News - - CONTENTS - By Nikara Johns

Aus­tralian shoe brand Senso, an In­sta­gram in­flu­encer fa­vorite, might seem as if it just launched — the com­pany con­tin­ues to be dis­cov­ered by new cus­tomers ev­ery day. But it’s ac­tu­ally more than 30 years old.

Kim and Scar­lett Meller de­buted the fam­i­ly­owned and -op­er­ated busi­ness in the early 1980s. The la­bel be­came suc­cess­ful and well­known at home, but now Senso is look­ing to pen­e­trate the U.S. mar­ket with help from a new gen­er­a­tion of tal­ent.

The Mellers’ three daugh­ters, Ali­cia, Imo­gen and Skye, have signed on to take over de­sign, mar­ket­ing and sales du­ties, and have since di­rected the la­bel’s de­signs to­ward a more con­tem­po­rary feel.

“We started to man­u­fac­ture out of China,” said de­signer Skye, who stud­ied at the Lon­don Col­lege of Fash­ion. “We’ve taken on a new aes­thetic and di­rec­tion.”

Fea­tur­ing on-trend stylish booties, mules, heels, loafers and flats at ac­ces­si­ble price points, Senso has be­come a hit among style stars such as Gigi Hadid and sis­ter Bella Hadid. Gigi stepped out in a pair of the brand’s Qweene stretch satin booties last month, for in­stance, while Bella was seen strut­ting around Mi­lan Fash­ion Week in Senso’s navy satin mules.

As the brand con­tin­ues to shine in the con­tem­po­rary space, the Meller girls’ par­ents are still very much in­volved.

“I look back to the ar­chives and the Ital­ian col­lec­tions [my par­ents made], which are rel­e­vant now, like with the kit­ten heel trend,” said Skye.

With an as­sort­ment of 60 shoe styles cre­ated ev­ery sea­son — re­tail­ing from $140 to $350 through their own e-com­merce site as well as those of Re­volve, Shop­bop, Bloom­ing­dales and more — Skye said they are tar­get­ing the girl on the go who is look­ing for af­ford­able lux­ury fash­ion.

“We al­ways try to main­tain a wear­able el­e­ment to our shoes, whether it’s a block heel or in mid-height,” Skye added. “We try to make it op­u­lent and rich, with tex­ture fea­tur­ing shiny matte black, stretch, vel­vet, glit­ter, faux fur and prints, [for in­stance]. Our dayto-night styles are very pop­u­lar, as are the clean sil­hou­ettes.”

Senso mules

Senso Qweene bootie seen on Gigi Hadid

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