Famous for both winning the fourth season of Project Runway as well as his catty catchphrases and anecdotes (which include labeling people/outfits as “tranny,” “a hot mess” and “fierce”), Christian Siriano has taken the next step as a designer eager to expand his regime; he has designed an affordable shoe collection--very much en vogue--for Payless Shoes.

Christian Siriano’s fierce designs feature a distinct platform sillhouette with a heel reminiscent of a sabretooth tiger’s chompers.

Implications - No longer trying to blend in with their styles, consumers are looking for ways to stand out. Products that feature a bold aesthetic appeal to shoppers who want to differentiate themselves.