Meet Lana Wilkinson, stylist who solved common race day problem

The stylist behind some of Melbourne Cup’s most memorable looks has revealed the clever way stars stay on their feet all day.

A Melbourne stylist who created her own affordable shoe line after spending thousands on designer heels for spring racing events is celebrating after hitting a major milestone.

Lana Wilkinson’s shoes are regularly worn to glamorous racing events by some of Australia’s most recognisable faces – including Rebecca Judd who rocked a pair in her stunning Cup Day look last year.

The mum-of-two launched her footwear label – by Lana Wilkinson – in 2019 after racking up a giant bill on shoes to style her celebrity clients for the prestigious spring racing events.

“I had my biggest event styling calendar from mid 2017 through to 2018 and I managed to rack up a bill of over $8000 on designer shoes in four months,” Lana told news.com.au.

Lana Wilkinson is a Melbourne stylist who solved common race day problem. Picture: Instagram/LanaWilkinson

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“I have never been one to take the free option if it isn’t the best. Every look had to be unique.

“What I identified in the process was that there weren’t statement, stylish shoes, at an affordable price that didn’t compromise on comfort and quality.”

The idea for her own shoe label was born with Lana being able to leverage her own contacts through her styling business to get the word out.

“I was quick to work to chat to my network about how I could bring my brand to life,” she said.

“I wanted everyone to feel like they could be styled by me, and without the big price tag for a luxury designer shoe or styling service.”

Lana credits her signature ‘extra’ cushioning behind keeping feet comfortable all day long, her heels seen here on Rebecca Judd. Picture: Instagram/LanaWilkinson

Since launching in 2019, her shoes have been loved by stars at Melbourne Cup. Picture: Instagram/LanaWilkinson

Fast forward two years and her footwear line is thriving, with its most recent collection selling four pairs a minute until the designs were sold out.

“The last two years have been the toughest of my life, but also the most rewarding,” Lana explained.

“The brand was four months old when the pandemic hit, so as the sole owner and operator, I had extreme highs and lows, but I’m so proud that by focusing on the design, understanding our customer, stripping everything back, adapting and pivoting during these uncertain times, the business has come out of this lockdown period, stronger than ever.”

The most recent collection launched in late October and quickly sold out, with Lana reasoning its popularity was down to lockdown ending and shoppers being keen to “get glam again”.

“We all want to get out and socialise with friends and get dressed up. We’ve been stuck in our activewear for the best part of two years, so I think people are embracing dressing up and remerging into society,” Lana explained.

“Our customers know the quality of my shoes, they know I spend more on the fabrications to ensure they are comfortable and can be worn for hours.

“They trust me and the brand. I talk about accessories making or breaking an outfit quite often and shoes particularly, always fit, which is always a confidence booster.”

Popular styles include the Deni gold heels which Lana described as being “a huge hit with customers”.

The style features patent gold leather and is embellished with gold spikes across the toes while the bestsellers are the Jordan shoes in green/blue.

Lana in the brand’s best-selling shoes. Picture: Instagram/LanaWilkinson

Bec Judd in the brand’s heels at Melbourne Cup 2019. Picture: Instagram/LanaWilkinson

“I am just so excited to see our customers wearing them, I know a lot of us are coming out of lockdown and it is going to be big and bold and we are all wanting to dress up,” she said.

For the last two years, celebrities have worn Lana’s heels at Melbourne Cup celebrations, with the stylist of 10 years explaining the “extra” cushioning in the shoes make them super comfy.

Tips for lasting in heels on Cup Day

Lana said the key was to prep your feet prior to the event by following this advice:

• Feet swell in sneakers so ensure you don’t have swollen feet before popping heels on and attending a race day.

• Ensure you buy shoes that sculpt and fit your foot properly.

• Check the heel height to ensure you can walk or go the distance for the duration of your event or outing. “I don’t design shoes higher than 10.5cm (unless they have a platform), support is key.”

• If you’re prone to getting sore feet invest in toe gels, they really do help if you need the extra cushioning

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