You can tell a girl's had a big day at the races when you spot her trying to hail a cab in bare feet with her shoes slung over her shoulders.
Racegoers at this year's Spring Carnival can still kick up their heels but now they'll be able to wear them home as well, says Jennifer Hawkins, who has just launched her own shoe range.
The former Miss Universe has used her sex appeal to carve out a multimillion-dollar career by pushing a supermarket aisle worth of products.
She's now signed a lucrative three-year deal to be the face of Siren shoes with her JLH for Siren range - and comfort is the key.
Hawkins has apparently learnt a a thing or two from the head of the Miss Universe pageant, entrepreneur Donald Trump, since winning the competition and shooting to fame in 2004.
The one-time cheerleader from Newcastle has her own swimwear label, several endorsement deals, up to six properties under her belt and a $4-million dollar deal with Myer.
Launching her new capsule range for Siren at a lavish party in Sydney's Kings Cross on Tuesday night, Hawkins talked about how her shoes, made for the Spring Race Carnival, are built to last the distance on the field.
The shoes have a leather insole and leather upper with a double-lined sock which gives them a more luxurious feel.
Hawkins has a firm idea about what this year's summer fashion trends are and has put all her knowledge into her collection.
"The first capsule range is mainly for the races, I've done neutral colours. There's a pulp colour of neon yellow, that will be a trend for next summer, it's a fun funky colour," Hawkins told AAP at the launch.
"The wedge is amazing this summer, the thick square heel is really sophisticated and funky, it's got a bit of an edge.
"Definitely coming through are the square heels, and we can't forget about the stiletto that's always in, and then moving forward to next summer, points are coming back in.
"Fashion's always evolving and it's always bringing styles back from another era and that's what I like to do - go back and see what's been around and draw from that."
Hawkins revealed she has more JLH for Siren designs to come in December and winter 2011.
"I'm bringing out constructions for high summer and about 10 different styles for winter so it's growing already, it's really exciting times," she said.
"I wanted sexy, sophisticated, comfortable heels at a really good price range. I've been wearing heels for so long so I knew what I wanted!"
By Carly Williams
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