Press release from Business Wire
Naturalizer Announces Creative Collaboration with Artist and Designer David Bromstad, Host of HGTV's Color Splash
<p class='bwalignc'> <i>Bromstad's Original Design Comes to Life on Naturalizer Shoes and Accessories for Spring 2014</i> </p>
Tuesday, August 06, 2013
Naturalizer Announces Creative Collaboration with Artist and Designer David Bromstad, Host of HGTV's Color Splash15:36 EDT Tuesday, August 06, 2013
ST. LOUIS (Business Wire) -- Brown Shoe Company's Naturalizer brand announced today it will partner with David Bromstad, artist, interior designer and host of HGTV's Color Splash and HGTV Star, in a creative collaboration to bring his fresh, colorful design vision to life in a collection of fun and whimsical shoes and accessories for Spring 2014.
Naturalizer recently commissioned Bromstad for an original painting that inspired the Bromstad for Naturalizer collection. As he does for his interior design clients on his HGTV show Color Splash, Bromstad created the painting for Naturalizer with a fresh and emotive twist. He worked closely with Naturalizer designer Angelique Joseph to creatively use the print on the shoes and accessories that are part of the collection.
“The floral painting brings together roses from a New England garden and a tropical hibiscus from Florida. It's north meets south—an unexpected twist,” said Bromstad. “Whether it's home or fashion, accessories complete the look. It's the place to add that pop of color, the fun, the personality and the unexpected. When designing this collection, comfort is critical. You have to live in every space and you have to live in every shoe. This is something that is at the core of what I do and is in the DNA of the Naturalizer brand – that's why this is such a great partnership.”
“We love to inspire the Naturalizer woman with fun designs that make her feel good,” said John Malpiedi, senior vice president and general manager of Naturalizer. “David is known for his ability to transform a room into a vibrant, unforgettable, comfortable space. At heart, he is an amazing artist and we knew he would infuse that same fresh and inspired design vision into this exclusive collection.”
“He approaches his work the same way I approach mine – keeping the consumer in mind,” said Joseph. “Designing and creating something new for her, but making sure it's still relatable.”
The Bromstad for Naturalizer shoe collection will be available at Naturalizer stores, Naturalizer.com and select retail partners in March, 2014. It will include ballet flats, wedges and sandals. An exclusive accessories collection will be available at Naturalizer retail stores and Naturalizer.com, including handbags, totes and cell phone cases. The shoes will retail between $29 for beach sandals and $89 for wedges. Accessories will retail between $25 and $75.
About Brown Shoe Company
Brown Shoe Company is a $2.6 billion, global footwear company whose shoes are worn by people of all ages, from all walks of life. Our products are available virtually everywhere — in the nearly 1,300 Famous Footwear and Naturalizer retail stores we operate, in hundreds of major department and specialty stores, on 14 branded ecommerce sites, and on many additional third-party retail websites. Through our broad range of products, we serve three key market segments with our Family, Healthy Living and Contemporary Fashion brands. For active people who want comfort and performance, our Healthy Living brands — Naturalizer, Dr. Scholl's Shoes, LifeStride and Ryka — marry comfort with style, to enrich sports and leisure activities. At Brown Shoe Company, we inspire people to feel good and live better... feet first!
In 1927, Naturalizer had the revolutionary idea of creating stylish and comfortable shoes made just for women. The brand became known as “the shoe with the beautiful fit.” For more than 80 years, Naturalizer has understood how truly comfortable shoes can help women move energetically through their day and live life to the fullest. Naturalizer remains committed to designing beautiful shoes that feel as good at the end of the day as they do at the beginning. And because of this commitment, Naturalizer shoes feature our exclusive N5 comfort system - five essential features that are proven to provide all day comfort: extra cushioning, breathable linings, balance with every step, flexible soles and lightweight material. Naturalizer is still one of the few brands in the marketplace that women can turn to for hard-to-find sizes and widths, and wide shaft boots, because we believe that shoes can only be comfortable when they are a perfect fit. Naturalizer shoes are designed with the best of each season's trend-right looks, details and materials that women will love for work, play and every day. Today, Naturalizer is inspiring women to live their lives and love their shoes in 60 countries around the world.
About David Bromstad
David Bromstad is the original winner of HGTV Star, which led to his gig as host and designer on his first hit series for HGTV, Color Splash. David completed more than 150 makeovers for Color Splash around the country including San Francisco, New York and Miami. David has also appeared on HGTV programs including HGTV'd, HGTV Showdown, Bang for Your Buck, and more. He is currently the host and mentor of HGTV Star, which airs on Sunday at 8pmEDT.
He is the first ever HGTV personality to be named to the OUT Magazine 100 List alongside international superstar Ricky Martin and Oscar-nominated actress Julianne Moore. In 2011, he was given the prestigious HRC Visibility Award for living an out and proud lifestyle in the public eye. He has appeared on The Oprah Winfrey Show, The Ellen DeGeneres Show, Ricky Lake Show, and The Wendy Williams Show. David's design advice has also been featured in HGTV Magazine , USA Today, People magazine, Redbook and Better Homes & Gardens, to name a few.
Growing up in small town Minnesota, David's budding creativity and passion for drawing and painting led him to the Ringling School of Art and Design in Sarasota, Florida. David launched his career in art and design at Walt Disney World in Orlando shortly after completing his education – a dream come true! David has conceived and executed major installations for Walt Disney World, Universal Studios and Islands of Adventure. David's installations are a focal point at many of the world's top amusement parks and seen by millions of visitors every year. David produced his first exhibition of art and custom furniture for Art Basel Miami Beach in December 2011, which is the country's top visual arts event. For more information, go to Bromstad.com.
Comments from the Designers
David Bromstad – Artist, Designer and Host of HGTV's Color Splash
Angelique Joseph – Lead Designer for Naturalizer
David on design/style
Keep it fun, interesting and always exciting. No matter what, you need an element of happiness. I want my clients to walk in a room I've designed and smile. I want that same reaction from the woman that is going to wear these fun shoes.
Angelique on working with David
David is known for his use of color and it was fun to collaborate with him on this key aspect of the collection. We think our consumer is going to love this fresh approach.
David on color
Color is everything. It makes the world go around. A pop of color can change your mood and the kind of day you are having. The colors used in this collection are bright, happy, fun and whimsical.
David on the Bromstad Collection
It's fun, fresh and feels like summer. The floral painting brings together roses from a New England garden and a tropical hibiscus from Florida. It's north meets south—an unexpected twist.
Angelique on collaboration
He approaches his work the same way I approach mine - keeping the consumer in mind. Designing and creating something new for her, but making sure it is still relatable. We have to make sure we are keeping a smile on her face and that she feels good wearing our shoe or in David's case, feeling good when she walks into the new room. It's really the same approach for both of us, pleasing the consumer but at the same time delighting her with a new and fresh look.
David on comfort
Comfort is critical. You have to live in every space and you have to live in every shoe. This is something that is at the core of what I do and is in the DNA of the Naturalizer brand – that's why this is such a great partnership.
David on the role of accessories
Whether it's home or fashion, accessories complete any look. It's the place to add that pop of color, the fun, the personality, the unexpected. In interior or fashion design, you can start with a neutral base and when you infuse colorful accessories, you take it to the next level.
Angelique on inspiration
David inspired me to be more creative with infusing color and on the placements of print and scale. Being a designer, you have to remember to sometimes push yourself and your consumer. I appreciated working with him because it reminded me to dig a little deeper and have fun with my own designer's eye - and take a little bit of a risk. The collaboration helped to revive the artist in me and I thank David for that!
David on his personal style
I keep up with the trends. I like a layered look, ties and vests. My home is clean, comfortable with a neutral base and pops of color. My clients inspire me and this project is no different.
Brown Shoe Company
Kelly Malone, 314-854-4093
Jennifer Styles, 310-995-0942