What's saving Ivanka Trump's fashion line?

Ivanka's label has caused a string of headaches for brand Trump. Photo / Getty
Ivanka's label has caused a string of headaches for brand Trump. Photo / Getty

Her controversial clothing line was famously dropped by some American retailers. Now, Ivanka Trump's seriously ugly shoes could actually be saving her business.

The First Daughter's self-titled clothing, footwear and accessories line has been a PR disaster for the Trump "brand" since her father became President.

But sales - specifically, of her high heels - have increased over the past month, says a US-based retail site.

Ivanka has been a walking ad for her own shoe range. Photo / Getty
Ivanka has been a walking ad for her own shoe range. Photo / Getty

Ivanka has been a walking ad for her own shoe range, wearing a pair of US$78 strappy sandals to the Governors Ball last month.

Sales of Ivanka's fashion line are up overall according to online retailer Lyst, with her less than stylish high heels the No. 1 selling items, followed by dresses, in February, The Washington Post reported.

But Ivanka's shoe range is definitely not for the fashion forward.

Styles include a pair of black round-toed strappy block heels with gold detailing, hot pink suede-look heels with multiple bows, and a studded pair of cream heels with a thick strap around the top of the foot - along with more silver studs.

These thigh-high pompom boots are part of Ivanka's shoe collection. Photo / Getty
These thigh-high pompom boots are part of Ivanka's shoe collection. Photo / Getty

There are also a pair of heels made completely of cork and others covered in a resort-style floral print.

Though Ivanka has managed some borderline tasteful designs, including pointy-toed block heels (the "Katie") in pink suede and other suede heels - dubbed the Evia - in "natural", "maple" and "dark navy".

Ivanka's brand recorded a dramatic sales spike on February 9 - the same day top White House adviser Kellyanne Conway was accused of violating ethics rules by promoting the line during a TV interview last month, The Washington Post said.

"I'm going to give a free commercial here. Go buy it today, everybody," Conway told Fox & Friends.

And apparently, it worked.

E-commerce site Lyst says sales of Ivanka's line increased by 219 per cent compared to the previous day, catapulting her brand to the eleventh most popular on Lyst, The Washington Post reports (Ivanka's brand was previously No. 550).

The president of Ivanka's fashion line, Abigail Klem, confirmed to the Post that "the beginning of February" was "the best performing weeks in the history of the brand".

"For several different retailers, Ivanka Trump was a top performer online, and in some of the categories it was the best performance ever," Klem said.

That is despite major American retailers including Nordstrom, Sears, ShopStyle.com, Gilt, Belk and shoes.com dropping her label in an apparent protest against her father's political policies.

Neiman Marcus also axed it but appears to have changed its mind, with Ivanka's jewellery line again being sold on its website.

Two cocktail rings - priced at US$4360 and US$5400 - are currently being stocked by the department store.

Ivanka's label has caused a string of headaches for brand Trump.

This month, she raised eyebrows in Washington wearing an off-the-shoulder dress that cost nearly $4000 to her father's first speech in Congress.

Ivanka definitely did not wear her own line ... instead, she sported a burgundy frock by French designer Roland Mouret to the State of the Union address.

She did not win any fans for her fashion sense - again - with social media branding the outfit "inappropriate", "awkward" and more fitting for cocktails than Congress.

Ivanka has also been criticised for contradicting the "buy American" message by manufacturing her label's clothes offshore (in China and Bangladesh), and regularly wearing foreign designers including Oscar de la Renta and Altuzarra during official engagements.

She was slammed when she wore a $US10,800 ($NZ15,575) gold bracelet from her fine jewellery brand, Ivanka Trump Fine Jewelry, during a 60 Minutes interview ... then tried to flog it in a press release.

- news.com.au

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