Cheval, a former bridal designer you may recognize from TLC’s Say Yes to the Dress, has taken on the women’s footwear industry and launched her first collection for her brand She Is Cheval this fall with an NYC pop-up shop. While you may recognize her face or her flair for sparkle, this name may not ring a bell. That is because in December 2020, she resigned from a 9-year contract with her former employer, who then sued her in federal court. Under the current preliminary injunction, she is being prevented from using her own birth name professionally or personally and is barred from identifying herself as a designer as a competitor in the field of her former employer. She is also not receiving any commission for the over 10 product lines she has designed that are currently being sold.

In an extraordinary act of resilience and determination, she announced on August 8, 2022, she has personally, publicly, and professionally changed her name to Cheval, and just one month later, she revealed her first collection under her new brand. The first collection from Cheval features 12 styles in multiple colorways ranging from stilettos and sandals to boots and sneakers. When I got the chance to speak with her at the opening weekend of her pop up she spoke about the desire to speak to many customers. “I actually started with boots. That's usually my go-to, a pair of sparkle boots, and so that was my first design. And then I did dabble in some fun stilettos and sassier statement pieces but then I really love the sneakers because I noticed through the pandemic, and even where I am now, I just gravitate towards sneakers so I wanted to do something with a sparkle.”

And sparkle she has! On October 14, 25 Fulton Street at the South Street Seaport in New York City was transformed into a magical world where dreams come true and unicorns exist. Upon walking into the pop-up shop (now open throughout the holiday season!) you’re met with flower-filled pedestals displaying some of the most eye-catching pieces from her collection including the ‘Gunna Be a Supermodel’ platform sneaker entirely covered in rhinestones, the ‘Beverly Hills What a Thrill’ feather accented stiletto mule, and the ‘Twinkle Twinkle Two Step’ rhinestone cowgirl boot with a locket zipper pull.

There’s clearly been so much thought put into every detail of the collection and it’s even more impressive when you remember this is the first time Cheval has ever designed shoes. There’s so much hard work and dedication that went into transitioning into a completely different product category. “I thought about first just where my skill set would be transferable,” Cheval said. “Because I had been so hyper-focused on women's dress wear for so long and its been my whole life you know growing up and then my education and then my industry experience has all been dedicated to women's dress design and so when I was told I had to wait longer to get into it, I decided that I needed to find something that my aesthetic and my creative expression could lend itself pretty well.

“I didn't want to bring sand to the beach, there’s so many talented shoe designers out there so I wanted to make sure I could really say something in this space so that was the first thing I considered. I felt like there’s a lot of similarities in how you build out a shoe you know with lasts and molds and the upper patterns and the embellishment and I was like ‘Oh! I got a little rhythm going, this is great” that was the main thing. And then I love that shoes are also very symbolic because they carry you places. And it's kind of like you’re walking your own journey at your own pace, owning your story, manifesting your destiny, so I love the sentimental value of that.”

This transition hasn’t just been one of learning new design techniques. Cheval has been vocal on social media regarding the legal battles she’s faced for years. Now, she’s making sure other women don’t have to go through the same. “I’ve definitely become very mission-driven in all that I’ve gone through, and we will be launching a foundation very shortly that is geared toward protecting the interests of young creatives, especially when they’re going after their dream jobs and they have to sign those big contracts” she reveals. “Just things to expect, what to look out for. But also throughout all the messaging of the shoe designs, there are just hidden, thoughtful meanings throughout, that tell the story of my creative journey and just like how to find ways to pivot and be resilient and still be attached to your identity if certain things are taken. And how to reinvent yourself.”

For someone who has had to rebuild everything she’s known, Cheval has miraculously managed to keep a positive attitude through it all. “I think it’s so important to be responsibly optimistic. I used to believe in reckless optimism, but after everything I’ve gone through, I think it’s just choosing where your energy goes because that’s where the focus goes,” she explains. “And focusing on what you do have as opposed to what you don't. Because contrast can be one of the greatest gifts you realize what is kind of missing and also the comparison of not having a good moment in time, when you have a good moment, you want to hold onto those and strive for that so for me optimism has been a real big game changer for me and making choices that are going to protect my future but also treasuring and holding onto those things that made me feel whole. Especially through design and all that kind of stuff because I’ve always just wanted to make women feel beautiful and sparkly.”

If you’re just as excited as I am to see what the future holds for Cheval, you can get a glimpse from her NYC pop-up. “I definitely want to explore other categories, that are non-competitive with my former employer, this is kind of the gateway and I'm hoping to do hats and other women's accessories. And who knows maybe a haberdashery with menswear or something. But it’s very much given me confidence in all these other fashion categories that are for everyone.” On select dates, Cheval has been upcycling and bedazzling hats for customers who bring them in. Follow her on Instagram at @sheischeval and @allthatglittersonthegram to stay up to date on all things sparkly!

She Is Cheval
Website: https://sheischeval.com
Instagram: https://www.instagram.com/sheischeval/

Article & Photos by Skylar Elizabeth, Contributor, PhotoBook Magazine
Tearsheets by Alexa Dyer, Graphic Design Coordinator, PhotoBook Magazine