The New Product Category Will Debut at NYFW With a See-Now-Buy-Now Format
Area has announced it will launch shoes at its Spring 2024 show during New York Fashion Week this Sunday. The new product category arrives through a licensing deal with Italian luxury footwear brand Giuseppe Zanotti.
Under a multi-season licensing deal, Giuseppe Zanotti will manage the design, production, and wholesale distribution of Area’s shoe collection. The debut collection, set to be showcased during Area’s New York Fashion Week see-now-buy-now event this weekend, features approximately 30 styles inspired by the theme of “eyes.”
Following the runway presentation, the footwear line will be available for purchase alongside Area’s full fashion collection on the brand’s website, as well as at retailers including Bergdorf Goodman and FWRD.
The collaboration is set to extend into the Fall 2024 season, with the next collection unveiled to international wholesale clients at Giuseppe Zanotti’s showroom in Milan and Tomorrow showrooms in Milan and Paris.
Beckett Fogg, co-founder and CEO of Area, said in a statement on Tuesday that the company is “proud” of this new “dynamic” partnership that aims to leverage Giuseppe Zanotti’s Italian heritage craftsmanship and innovation to highlight Area’s signature embellishments and techniques. “Together, we present a collection which expands the Area universe, aligned in a vision to become the new face of global luxury,” Fogg said.
The partnership is only the second licensing deal between Giuseppe Zanotti; in 2020 Zanotti signed a similar licensing deal with Paris-based couturier Alexandre Vauthier.
