barbieshowdazzle

Celebrities and influencers curating fashion collections is a model we have already noted as a growing collaboration platform. Chiara Ferragni, Nick Wooster, The Sartorialist, Kim Kardashian and company are just the tip of this iceberg, while sneakerheads and streetwear brands like Vans, Converse, Nike, have their collaborations done with less starry – but similarly popular – specialist influencers like skaters, tattoo or street artists.

Among this diverse group of influencers, one stands out for her non-human origin: Barbie.

Through the @barbiestyle Instagram profile, Barbie can count 1.8 million followers. On top of this Mattel-controlled channel is all the independent content uploaded and shared on social media by Barbie’s avid and vocal global fans.

Counting on those metrics, ShoeDazzle, a leader in online fast fashion, has announced a first-time partnership with @barbiestyle – offering fans a curated boutique of footwear inspired by Barbie.

Founded in 2009, and subsequently absorbed into JustFab Inc., ShoeDazzle was the first monthly online fashion service to bring a personalized boutique experience to women everywhere. By offering the latest trends and expert styling advice—all at accessible prices—the site has become a top shopping destination, innovator, and leader in online fast fashion.

Every month, the company debuts a new selection of exclusive and brand-name shoes, handbags and more, while offering custom online showroom tailored to each woman’s individual style preferences. ShoeDazzle’s VIP Membership program features members-only pricing, free shipping on items over $39, exclusive deals, and special previews.

For this partnership, @barbiestyle selected the boldest looks for the launch as she transitions from summer staples to her fall wardrobe. Incorporating a few items like a leopard sock boot, a sneaker and a pump, the inaugural Barbiestyle boutique softly launched a preview collection in September just in time for New York Fashion Week.

The online shop introduces three more items this October and will continue to add new styles each month through January 2018.

“Our girl grew up worshiping the Barbie brand, so signing on @barbiestyle as our newest digital influencer was a natural one,” says ShoeDazzle’s Chief Marketing Officer, Traci Inglis. “Much like ShoeDazzle, Barbie resonates with all ages and ignites an unparalleled sense of familiarity, creativity and enthusiasm for fashion.”

All those who may consider bizarre that a doll is referred to as a person in the flesh, can check out #barbiestyle on social media: a clear demonstration of Barbie’s evolution from lifestyle brand to fashion influencer.

barbiestyle