At the Consumer Electronics Show (CES) in Las Vegas, TikTok’s D’Amelio family (consisting of daughters Charli and Dixie, and parents Marc and Heidi) announced the May launch of their new women’s footwear line.
In March 2022, the D’Amelio family launched its own venture capital (VC) fund -- 444 Capital -- which they have been using to invest in women and minority-led startups. Last fall, the family announced its own fashion, beauty and lifestyle business, D’Amelio Brands, which they launched with $6 million in seed money.
The upcoming footwear line will be the family’s first launch within their new business.
“We started a footwear company under the D’Amelio last name, which will be launching in May 2023,” said Marc D’Amelio. Daughter Dixie added that the family is “pretty far along” in the design process.
According to Marc D’Amelio, who once owned his own fashion and clothing brand and New York City showroom, the family’s new footwear brand will include lead designer Lauren DiCicco, who was previously the top designer at Jessica Simpson footwear.
Charli and Dixie D’Amelio are two of TikTok’s highest-paid stars, amassing tens of millions of dollars each year from sponsored posts and brand deals with Dunkin’ Donuts, Sabra hummus, Hollister, and more.
The sisters’ fame has also led to a lucrative singing career for Dixie D’Amelio, whose music was recently featured on the current season of “Gossip Girl.” The family will also be starting Season 3 of their own reality show on Hulu.
Despite launching their own business -- a move that the D’Amelios hope will lead to financial success beyond the content creation business -- the family will work with their agents at United Talent Agency to continue doing brand sponsorship deals for third parties.
“Doing content creation for brands and endorsement deals, you start to get into a hamster wheel,” Marc D’Amilio said at CES. "It’s 'what’s the next deal, what’s the deal, what’s the next deal?' I think what we’re trying to do is — I’m trying to create businesses that will work; that the girls can start incubating, plant the seed."
Aside from the planned May launch date, there are no more details about the D’Amelios’ upcoming footwear line.