It all started with an Instagram post: a picture of two dusky pink velvet boots. This is how Virginie Morobé’s designs made their way to The Blonde Salad, the lifestyle platform created by businesswoman and social media icon Chiara Ferragni. Just a few weeks later, the two parties agreed on an exclusive collaboration: from 14 December, the famous Morobé boots will be available as a limited edition from the webshop of theblondesalad.com
The lifestyle platform The Blonde Salad is the digital brainchild of Chiara Ferragni and is well-known for its collaborations with different fashion labels. The Blonde Salad’s team members use the same method for all collaborations: they look for fashion items that trigger them and then personalize the design. They selected the Vittoria boot from Morobé’s collection for an exclusive re-edition.
“So, it’s our design," says designer Virginie Morobé, "but The Blonde Salad selected the colours and materials." The collaboration produced two personalized versions of the velvet Vittoria boot. One of them is in a bright burgundy colour, the other is royal blue. Only 90 pairs of these versions of the Vittoria boot will be sold exclusively through theblondesalad.com.
A SOCIAL MEDIA STORY
How does someone like Chiara Ferragni end up with Morobé? “This really is a social media story," explains Virginie Morobé - the designer of the Belgian shoe line Morobé – commenting on her exclusive collaboration with The Blonde Salad. "Fashion blogger Elena Vasilieva shared a photo of my dusky pink Vittoria boots on her Instagram channel. The picture went viral and ended up with Shea Marie of @peaceloveshea, one of the larger bloggers in the US. She reposted Elena’s photo."
THE VITTORIA ANKLE BOOT 2.0
Via @peaceloveshea, the picture eventually showed up in Chiara Ferragni’s feed. She loved the boots, took a screenshot of them, and forwarded the picture to the e-commerce manager of her digital platform The Blonde Salad. This manager did the necessary research into the Belgian brand and decided to contact Virginie for an exclusive collaboration.
The result of this will be available on theblondesalad.com from 14 December. The Morobé x The Blonde Salad boots cost €329.www.morobeshoes.com