About: Pour La Victoire
Pour La Victoire means 'for victory'-- and with these shoes on, the championship is more than halfway yours, and yours alone. Believed to be the new standard in designer footwear, the brand has been on a meteoric rise since launching its first collection in 2007 by designers Jay Adoni and David Giordano, industry veterans with a combined 40 years experience in the shoe business. Its mission is and always will remain to redefine all aspects of what a designer shoe should be.
The brand seeks to fill a void in the women’s market-cultivating the allure of femininity by using historic, luxurious, and unusual materials and designs. Inspired by hard edge European fashion and the spirit of evolution, these shoes promote a modern 21st century look for a style that would otherwise only be associated with the Marie Antoinette. Each shoe carries classic French names like Victorina or Malena in honor of their soigné European appeal.
“We felt strongly that the shoe industry was long overdue for an exciting new concept that was not the rehashing of successful mass market brands. We are in a time where the price-value relationship means everything to all consumers in all industries.” says David Giordano, co-founder of the brand.
Pour La Victoire’s wares feature all the hallmarks of luxury house design, cool materials, and innovative cuts at prices that range at about $200. All shoes are made in premium soft leathers or materials carefully crafted in Brazil.Pour la Victoire is carried by many of the world’s finest retailers including Bergdorf Goodman, Intermix, Bloomingdales, and Harvey Nichols and has been featured on such TV shows as Gossip Girl, Melrose Place, and The Hills. Press reaction has been extraordinary garnering over 200 features in publications such as WWD, Harper’s Bazaar, Nylon magazine, Teen Vogue and People Style Watch.
History:Pour La Victoire
Fashion industry veterans Jay Adoni and David Giordano founded PLV STUDIO INC. in the Spring of 2008. After spending a decade on Wall Street, and in the real estate business Mr.Adoni who was the owner of the majorly successful shoe brand LJ Simone partnered with Mr. Giordano who brought his RTW and Accessories market experience to the table. Also with a Wall Street background, Mr. Giordano headed brands such as Theory, Gene Meyer, and Sam Edelman as well as ran his own showroom. With a combined 40 years in the shoe industry, they both felt the shoe market was long overdue for an exciting new concept that was not the repeat of successful mass-market brands. Inspired by hard edge European design houses and the spirit of revolution, Pour La Victoire launched a Women’s footwear line for the fashion forward women who are looking for a unique way of expressing their individuality. The brand is synonymous with progressive style, extreme comfort, and high quality, or as Carine Roitfeld, editor-In-Chief of French Vogue describes them “S&M Rock n’ Roll Chic, a brand that has seduced all the fashionista shoe lovers.”
Pour La Victoire is not only heard as magazine editors “Next Big Thing” but has also gained popularity among socialites, and celebrities. Several fans such as Anne Hathaway, Rachel Weisz and Alexa Chung have made public appearances sporting their favorite heels, boots and sandals.
Not long after the success of Pour La Victoire, Mr. Adoni and Mr. Giordano saw the chance to also redefine the Junior shoe market. Kelsi Dagger was born. With it’s name taken from a fictional English literary Show Girl and Femme Fatale Kelsi is confident and slightly dangerous and speaks to the accelerating velocity of how young people live today. In a world full of sensory overload, Kelsi Dagger is a declaration for all that is youthful, fresh and totally hip.
Kelsi Dagger is currently selling in top accounts in the US and have distribution in over 20 countries, and Pour La Victoire is available in high end stores such as Bergdorf Goodman, Harvey Nichols and Bloomingdales as well as over 300 of the world’s specialty boutiques. The combination of the both brands handcrafted styles, premium leathers and fine details has attracted an intense loyal following. Currently, Mr. Adoni and Mr. Giordano are working on their inaugural handbag Collection that will launch in the Fall of 2010.
Interviews:Pour La Victoire
Pour La Victoire in Footwear News
Background: Jay Adoni and David Giordano joined forces in 2007, launching PLV Studio Inc., a design, sales and marketing company that’s home to Pour La Victoire and Kelsi Dagger. The venture marked a comeback for Adoni, who founded L.J. Simone and worked at other juniors’ shoe brands in the late 1970s through the early 1990s, before leaving for a real estate career. Giordano, also an industry veteran, oversaw sales and creative for several clothing and footwear brands before launching PLV Studio.
Branching out: The co-owners and head designers felt the bridal segment presented an opportunity to expand. “In the current economy, only those brands that connect with consumers and provide exceptional price/value relationships will flourish,” Giordano said. The duo lended the 15-style bridal line a “progressive twist,” with shapes and heels, the hallmarks of their other collections.
Brides-to-be: “Modern, sophisticated women with a true understanding of fashion and proportion,” said Giordano.
Design philosophy: French fashion and architecture inform Giordano and Adoni’s designs.
Inspiration: High-end European ready-to-wear and couture along with wedding references. The line showcases materials such as satin and lace on edgier styles than traditional bridal footwear, including zip-back platform booties and sky-high heels with ruffled flower embellishments.
Designer pick: Freya, a satin, crystal-flecked high heel with cutouts
Competition: Christian Louboutin and Stuart Weitzman
Wedding day no-no: Leather shoes and chunky heels
Distribution: Exclusively with Zappos.com for spring ’10
Footwear Plus interviews David Giordano
What can we expect from your Fall ’10 collection?
We moved away from the bells and whistles. We created a lot of military-inspired boots and focused more on using lots of materials that are not usually associated with shoes. We are also returning to classic pumps.
What was your inspiration?
We started with French military and then looked at how urbanites layer clothes, combining motorcycle riding gear, denim and flannel. In your opinion, what are the key trends for Fall ’10? For us, fashion is really contempt for what’s currently going on in the market. Therefore, we mixed interesting materials, because ornamentations such as studs and spikes have been hanging on for too long. Ankle-height boots will be strong in response to the current over-the-knee trend. Lug soles will also be another strong trend because boots are moving away from being pretty.
What are you tired of seeing?
Anything that’s overly ornamental.
What do you hope to see more of in Fall ’10?
High platforms.
What was your hottest style from Fall ’09, and did it influence your designs for Fall ’10?
The Victorina was a great boot for us. We will have plenty more boots for Fall ’10 because, most importantly, the quality of the leather and production in Brazil give our boots a fantastic price/value relationship. There are no other boots in the $400 to $500 price range that look and feel as expensive, in my opinion. Thank heavens we’re in a big boot cycle.
Why have boots become such a hit?
A woman sees a sense of empowerment in a good boot, and the silhouette is really complementing today’s ready-to-wear style.
Is the acceleration of fast fashion impacting the way you design?
I always thought interpreting fast fashion was the company’s strength, and with everyone else putting it into practice, we’ve had to be a little more strategic by offering more classic styles that can have a further reach. We have also fulfilled this need by launching new product lines to help drive sales. Yesterday’s shoe classification is today’s product category.
If you could pair up with one apparel designer for Fashion Week, who would it be?
Haider Ackermann—his use of neutral colors, layering and leather make him the next Rick Owens force. I would update one of his stiletto-heel combat boots. I love the mix of tough and sexy.
If you were to pick a shoe that defined the last decade, what would it be?
Uggs.
What shoe do you predict will define the coming decade?
There will not be a single shoe—it will splinter into many different lifestyles. There will be 1,000 channels but nothing on.