As Marilyn Monroe once said, “give a girl the right shoes, and she can conquer the world,” but what about the women who make them? When it comes to French shoe designer Amelie Pichard, the world is certainly hers for the taking. Previously working as a fashion designer, it wasn’t until Amelie visited one of the last shoe factories in Paris, that she had her Cinderella moment. “I love objects and materials,” she beams, “with shoes I can work with different leathers and a lot of other interesting materials.” The next big moment came when actress and 90s icon, Pamela Anderson, contacted the designer over Instagram, to collaborate on a vegan themed collection. The result was a trashy meets chic line of lace-ups boots, espadrille wedges and mules with blocky Lucite heels made from denim, raffia and faux metallic leather. Making vegan sexy, the campaign was shot by iconic photographer and long-time friend of the former Baywatch beauty, David LaChapelle. Celebrated for her vivid storytelling, Amelie’s work is all about marrying opposites; she’s inspired by everything from Hollywood glamour and 50s Americana to the French countryside and David Lynch.
Have you always been interested in fashion?
I designed women’s clothing from an early age. I love women and I’ve always known that one day I would work for them in some capacity. I am interested in telling stories, and designing shoes gave me a vehicle to express them.
Why shoes in particular?
I love objects and materials. With shoes I can work with different leathers and a lot of other interesting materials.
How would you define your overall aesthetic?
It’s all about contrast. Sexy but virile, raw but sophisticated, vintage but modern, for everyday life, for every girl. I’m also striving to be more environmentally responsible and animal friendly.
Who or what inspires you?
Dreams, fantasies, and actual real life. My mother, my friends, the girlbosses of the world, and “raw-mantic” stories about men and women. David Lynch and Pamela Anderson.
How did the collaboration with Pamela Anderson and David LaChapelle come about?
Having Pamela as my eternal muse and inspiration wearing our shoes in a campaign shot by David LaChapelle was a pure fantasy of mine that I was lucky enough to see come to fruition. I asked them to make what they wanted. David is an artist and my label is very open minded. In my mind, David and Pamela were and are the perfect 90s combo. They had fun, and they visually depicted what we wanted to explain to the world, “Vegan can be sexy”.
What do you want your shoes to say about the women who wear them?
Freedom is the most important thing I want to give. Women can be sexy and never should be ashamed of that. Women can be strong and still be sweet. A girl boss but with a sense of humour. I want to deconstruct women. Women can be anyone/anything they want to be and don’t have to sacrifice a side of their personality for another.
What’s the best thing about being a woman in 2016?
Women are now able to call the shots and be a mother, wife, mistress, and career woman.
What are you working on at the moment?
I am working on a new way to think and create freely. I think it’s important to challenge one’s own processes to self assess and grow. Then we are looking to open our first Pichard shop! Very excited!
Credits
Text Tish Weinstock
Photography David LaChapelle