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West Coast Dispatch

From In Style's Angela Salazar and Marsha McGregor in Los Angeles: Jessica Alba loves her Rickard Shah shoes—so much, in fact, that the label renamed its classic peep-toe style the Jessica after her.

Jessicaalba

Jessica Alba

"It's probably because I wore it to death, but it's very flattering," the starlet said with a laugh at the launch of Rickard Shah's limited-edition Icon Collection at the hip Los Angeles boutique Iconology the other night. The event brought out other stylish young stars, such as Eva Longoria, Kate Mara and Milla Jovovich. "You know, we all love fashion, so it's nice to actually have a part in the evolution of a line, especially shoes," Longoria said as she made her way over to hug her pal Alba.

For the Icon Collection, husband-and-wife design team Binith Shah and Elizabeth Rickard made the Jessica  (their most popular shoe) in a multitude of new colors and materials. "I think the emerald green is just ridiculous. I mean, if you're going to go out and wear five-inch heels, you might as well make it unbelievably fabulous and work it," Shah said. "Looks come and go so quickly, but we want to make our shoes timeless—that's the key. You can go to H&M or Zara and rock a great outfit if you've got the right shoe."

Shoes_1

The shoes

Alba, in a Lanvin dress, filled us in on the secret to strutting in those super-high stilettos: good old Dr. Scholl's. "I get the heel pads and the toe pads; sometimes, I double up on the toe," she said.  Mara, in a Dina Bar-El dress and a strappy pair of Rickard Shah heels, agreed: "I don't like anything shorter—just pad the entire shoe, that's what I do!"

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Eva Longoria and Jessica Alba

Through February, 20 percent of the proceeds from sales of the shoes (which retail for $650 to $850 a pair) will go to Keep a Child Alive. "It's such a great organization, and they make sure the money goes to the right places," Alba said of the charity she supports, which provides lifesaving medicine to children and families living with HIV/AIDS.

"You get to buy shoes and help children," Longoria remarked. It doesn't get much better than that.

-- James Patrick Herman

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