Deichmann announces Demi Lovato collaboration
American superstar Demi Lovato is trying her hand at footwear design in a new winter/ autumn collaboration with German shoe retailer Deichmann.
Launching in August, the celebrity tie-up builds on the success of last year’s collaboration with British singer Ellie Goulding.
Lovato, who is currently enjoying her first No.1 in the UK charts with 'Solo', will also star in Deichmann’s new #shoefame ad campaign, to be unveiled in late August. Photographed by Dennis Leupold and directed by Jonas Akerlund in the style of a music video, the campaign will see Lovato and a team of dancers perform whilst wearing the new collection.
Lovato’s shoe collection for Europe’s largest shoe retailer includes chunky trainers, rock chick boots, feminine boots and 90s platform trainers, adorned with buckles, gemstones, sequins and pearl.
“I am so excited to launch my own collaboration with Deichmann, it has been such a fun experience and I can’t wait to see how others express their personal style with the collection", said Demi Lovato.
The capsule range will launch in stores and online with prices ranging from £24.99 to £54.99.
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