It’s every girl’s dream to design their own shoe collection and for blogger and creative Erin Maxwell from Love Shop Share, that dream has become reality with her newly launched capsule collection for ballet shoe specialists Ballettonet. Applying her beautiful, clean aesthetic to this wardrobe staple, Erin has added a modern twist with a edge, creating a timeless range of shoes every woman must have in their closet.

We caught up with Erin to find out more about the development of the line and get some tips on how to style it into our wardrobes.


Congratulations on the launch of your capsule collection with Ballettonet! We are loving the range. Can you tell us how the collaboration came about?

I was approached by Ballettonet a year ago now with the proposition of designing my own capsule collection of shoes with the only prerequesite that they had to essentially be ballet flats – how could I refuse! I had full creative control from the design to the campaign images so the capsule reflected exactly what my brand was about. As I am more of a creative as opposed to a model of sorts I decided to shoot the collection and drive the creative direction. I styled the looks with clothing from my own closet to bring Erin Maxwell to the production without having to be in front of the camera.

We love that your collection has brought a real strong and sexy vibe to the typically conservative ballet flat. What inspired your designs?

My style is very simple, clean, and has an edgy flair so I based the designs to pair back with this styling but also be strong on their own to bring a bit of this sexy edge to a look on their own. International trends are always on your mind whether you like it or not and with all of the avenues we have to view fashion and styling its hard not to be influenced by these trends.

What were the challenges you faced creating the collection?

As the shoes are hand made and produced in Italy there was a lot of communication between myself, Ballettonet and the makers to source the exact materials from the samples and swatches I had here with me, to creating them into the designed style. We went back and fourth a few times to perfect the cut and fit on each pair as well with shipping times and production added into the timeline as well. If something didn’t quite work we would go back to the Italian makers and start again.


Can you give us some styling tips on how to work the shoes into our existing wardrobes?

Denim is the key piece that I designed the shoes around a they are a part of basically everyone’s wardrobe. They are the sexiest yet most wearable part of a look. I love to add the shoes to a look that needs a step up from street but heels are a bit too much. In Spring /summer they can make a pair of denim shorts dress up with a sleeveless silk trench and a plain tee.

The way I designed the capsule was that there was a style and look for everyone and each pair could become what you wanted in them to work for your style so blush multi strap can be quite feminine with florals and softer tones or paired back with black and leather they are an edgy neutral style.

It would be hard to pick a favourite but is there a shoe from your line that every woman should have? An animal print is a must in a shoe lovers wardrobe as they can be as loud as you are depending on how you dress them. All black or a more muted color palette through your clothing calls for a subtle print in a shoe to tie everything together. The python print are the sexy more mysterious sister to the leopard and I like a bit of a change up. As like you said it is hard to choose I have been wearing my multi straps almost everyday as they bring the edge that I need in a flat shoe.

We know you’ve been working on this project for a year to take it from concept to reality. What’s the one key thing you’ve learnt from this experience you will apply to any future projects?

Preparation and research is a must. I spent a lot of time story boarding my concept and had in mind a clear vision on what my collection was gong to project. I think its really important that you know who you are and what your personal brand story is before you start collaborating and meshing with another brand so that the choices you make all align with the story you want to tell.

You can shop the Love Shop Share capsule collection online at Ballettonet now.

Images by Erin Maxwell for Ballettonet

About The Author

Lisa Teh

Lisa Teh is the Editor-in-chief of, one of Australia's top fashion, beauty and lifestyle resources. She has worked on campaigns with brands including David Jones, Myer, Mecca Cosmetica, Simone Perele, Lenovo and L'Oreal. She recently appeared in Couturing's exclusive Australian Fashion Week reality web series, The Frow, alongside top industry names including Toni Maticevski and Maybelline Creative Director Nigel Stanislaus.

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