I.Am.Gia is placing a stronger emphasis on footwear, as demonstrated in its new festival-ready collection called “Trance.”
Embodying the brand’s head-to-toe vision with a significant expansion into footwear and accessories, the collection’s offerings are meant to be versatile, allowing customers to transition from nights at the club to days spent at the festival. The pieces are intended for mixing and matching and layering.
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Founder Alana Pallister said, “Our expansion into footwear was driven directly by our customers. She’s deeply loyal to Gia, and after launching our staple Shelby flip-flop last year, we quickly saw her desire for more. She wants to build her full look with us from accessories to footwear and this category allows us to deliver that seamlessly. It’s about meeting her where she is and evolving alongside her. Festival felt like the right time to expand this category especially since festival has always been one of Gia’s greatest times to shine.”
The silhouettes are varied, with a platform thong sandal, mule heel, flat thong sandal, slingback pump and classic pump in the mix. The $125 Shelby style, a previously launched style returning with a more manageable platform height, is decorated with studs along the thong strap and offered in black and a zebra print option. The $139 Nicky heel, meanwhile, explores glamorous minimalism with a faux suede tan toe strap featuring studs and a “G” accent, and a wood-look for the base of the shoe, which includes a slight rounded platform and sculpted heel.
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With subsequent shoe launches, fans can look forward to options like a slingback pump with corset-like lacing at the vamp and an animal-print pump.
In the accessories lineup, the Trance collection encompasses oversize bags, studded belts and lighter cases. Clothing options showcase animal prints, striping, cutouts, mini hemlines, sculptural silhouettes and asymmetric lines. The brand tapped Tommy Genesis, Brigitte Watson, Asia Eros, Raiven, Chloe Spence, Sienna Anderson and Bruna to star in the accompanying campaign.
In addition to keeping its eye on festival season and addressing customer’s footwear needs, the brand has kept its finger on the pulse through collaborations including Von Dutch and the Instagram account Not Thirst Traps. Tyla and Ice Spice are among the style influencers who have worn I.Am.Gia pieces, and Elsa Hosk and Jordan Barrett are among those who have modeled for the brand.