A Shoe Brand Giving #LuxeforAll
Gotta nice ring to it!
Outside of tackling the need for integrating other shades in beauty and intimate products, there is finally an independent shoe brand recognizing nude as more than just beige or light tan. Luxe to Kill, a Manchester-based shoe and accessories e-commerce boutique, is now that brand on the forefront. Founded in 2013, the English brand just recently released its #LuxeforAll campaign and the collection features shoes with a range of six skin tones: Beige, Mocha, Tan, Caramel, Walnut, and Chocolate. The shoe breadth includes Cassie the Pump, Kimberly the Calf-length Strap Up and Jessica the Open-Toe.
Akeeb Ahmed, the Luxe to Kill director, wanted the campaign to be inclusive in multiple ways. The company casted models of different ethnicities and body types for the campaign who they found via Instagram. Ahmed’s main objective behind the collection is to show the word nude means “skin-[colored] or natural.” So, the term should “match every skin tone.” Due to the positive responses the collection received from customers, the brand aims to incorporate more shades into its Autumn/Winter 18 collection. The production team of the campaign consisted of a young Manchester-based photographer, Nicole Jopek, and videographer, Luis Cross along with assistant, Kieron Tyler-Spencer.
The brand’s aim is to be global; keeping in touch with its customers via social media and steadily conducting global trend analysis in order to provide fashion forward accessories at affordable prices. The #LuxeforAll campaign embodies these ideals. The campaign also suggests the gradual efforts of the fashion industry; showcasing more diversity and inclusivity of different sizes, gender norms, and ethnicities. Yet, there is still more that can be done, especially for women of color. Similar to inclusive-driven brands like Gugu Intimates and Fenty Beauty, Luxe to Kill is contributing to the consumer most companies miss: Women of Color.
You can now shop the #LuxeForAll collection at www.luxetokill.com.