Shoe designer Tamara Mellon is taking her heels on the road.
The creative, who heads up an eponymous luxury footwear and accessories brand, has announced the launch of a traveling shoe closet that will tour the US.
The 24-foot long ‘TM Closet' will replicate the brand's bricks-and-mortar store in Los Angeles, displaying each shoe style in every size and offering floor to ceiling glass panels and Instagram-worthy shoe walls. It is set to make its debut in Boston from September 12-15, before taking in New York, Tysons, Nashville, Atlanta, Houston, Dallas, Scottsdale, Newport Beach and Los Angeles, ending its tour in the Bay Area from December 12-15.
"We are always looking for new ways to make luxury accessible to more women," said Mellon in a statement. "Driving cross-country to meet our customer gives us the unique opportunity to connect with her in person. To better understand our woman and her needs, nothing is more valuable than a face-to-face conversation."
The truck is the latest big move for Mellon's brand, following a recent Series C injection of $50M.
Retail trucks and mobile pop-ups are fast becoming a major trend in the worlds of fashion and beauty. This week, the fashion designer Tommy Hilfiger and Zendaya unveiled a dedicated ‘Tommy X Zendaya' bus to commemorate their recent fashion collection, allowing fans to shop the series as it journeys around New York. Skincare brand St. Ives teamed up with National Geographic in July to drive a double-decker #NatureReset bus across the country this summer, offering the public the chance to get a "boost of happy" in just 15 minutes, and Kylie Jenner celebrated the launch of her ‘Kylie Body' collection earlier this year with a pop-up Kylie Skin truck that hit Los Angeles and San Diego.