In 2010, JustFab launched its business to revolutionize the way women buy shoes under the leadership of Creative Director Kimora Lee Simmons. Today, 11 years later, another Simmons unveils her partnership with the brand.

Aoki Lee Simmons, daughter of the famed model, has teamed up with the brand on a collaboration that takes the brand into a new decade with products for the next generation of fashion-savvy customers. With the Reboot Collection, Aoki is unveiling a range of styles ranging from heels to boots, and flats – all infused with her youthful approach to accessible fashion.

It’s a natural next step for the model who grew up surrounded by fashion and just made made her runway debut walking for Pyer Moss this month.

We caught up with Aoki to hear more about her new partnership, balancing fashion with her Harvard education, and her best fashion advice from her mom.

You grew up in a true fashion family. What’s your earliest fashion memory?

When I was younger, I used to carry a mini JanSport backpack everywhere. I’m talking to dinner and then to charity events. Everywhere. Finally my mom and sister conspired to get me a mini YSL Sac de Jour, which I loved. They were like “Look! It fits a book, chap stick, whatever you need! Retire the Jansport.” At the time I was like “I don’t want it!” But now, I still carry it all the time. That was my first forcible foray into fashion.

What’s the best fashion advice you received from your mother?

She’s given me a lot. She’s a fountain of advice. Her advice is outstanding – and it’s often delivered, whether you want it or not!

Here’s a great one that I haven’t given anyone else: Clean up! Always leave everywhere cleaner than when you found it. When she was a young model, she went to a couple castings, and they called her agent and said “This model is filthy! She didn’t clean up anything!” Ever since then, she will pick up a pin off the floor. She’s clean, clean, clean. Go to sets and clean up after yourself, even better than when you got there. Be sparkly, be nice, and be upbeat on set. Don’t be that model who’s like “don’t talk to me I’m smoking.” Oh, and don’t smoke. She told me “if you smoke, someone will tell me. I know everyone in fashion!”

How would you describe your style?

Classic with a modern, youthful twist. I went to school in Europe, so a bit French and European. Not basic, but classic 90s. Simple! I enjoy texture more than I enjoy colors – kind of like the shoes we have coming out. We have a lot of fun textures and details, like just a minor gold or pearl accent, but nothing too colorful. It’s very classic, and I’ll add in one unexpected, fun element. A touch of surprise!

How did the collaboration come about and what was the design process like?

JustFab reached out to my agent and when I heard the name I was like “that’s so cool!” It was an amazing experience to have so much input. I love the focus on comfort. We were trying things on and walking around to see how it feels, if it pinches or if it pulls, and walk around to see how it feels. Even the highest heels we have, I’ve worn through a full day of castings. It’s a testament to the comfort level.

No one was trying to push me to do things I don’t like or be too trendy. They embraced the whole throwback, 90s, simple, chic, French aspect. There are a lot of young people who have trendy lines, which is great! We have every micro-trend in the book out there but we don’t always have young people doing classic styles. It was wonderful and something I’m proud to put my name on. I can stamp it with confidence.

Why footwear?

I have struggled with footwear because I have a very big foot. A narrow foot, but very long. I’m a size 12. So, I really wanted to make shoes that have a strong size range that I can wear myself. I really do love shoes, but the options have been very limited. Fortunately, as a model, fashion is very accessible to me – there are only a few things I can’t wear. But for shoes, I’ve been wearing the same shoes for years. I’ll wear the same shoes on a red carpet like five times. I wanted to give myself some variety to try new things and thought it would be great for that.

Designer shoes can take a year to order – if not more. It’s so difficult, and they come months and months later. Women’s shoes just have a very small size range. I have like four brands I can buy from, but I don’t want to live that way! I want to have fun! I want variety!

What was your experience walking in the latest Pyer Moss Couture show and working with Kerby?

He’s wonderful! I’m terrified of him even though he’s so nice. I was so grateful and so in awe of him. He was fixing my pants, cutting a pocket, and I was hyperventilating. He was like, “are you going to be ok?” When I got on the runway, I was fine – it was nothing like walking for him in the castings. Everyone is such a big fan of him. When we got caught in the rain, we all felt for him because he’s such a wonderful person. It was truly outstanding.

I made all these great friends; everyone was so lovely and nice! The whole “models are catty” thing is complete crap. They will give you their last granola bar and cup of coffee so you feel comfortable! I’m so happy I didn’t fall! I hope my walk improves, and I get the chance to walk more shows. I love runway. I love the whole backstage experience, the hair and makeup test – all of it.

How do you balance your work with your studies at Harvard?

I don’t know! A good support system – friends, family. I try to stay really healthy. Not because I care, but because it’s easier to do a lot of things when you’re healthy. When I’m home, I like to eat big diverse meals, drink a lot of water, get a lot of sleep. It’s hard once you’re on the road. Once I was in the airport for 16 hours trying to leave New York. You don’t realize how early restaurants close and how limited your options are if you are gluten-free. So, I try to keep myself very healthy, so when I am doing stressful things, I have a good foundation. I feel happy to be doing both. it’s hard, but it’s what I wanted to do. It’s exciting! Its not like “oh poor you, you go to Harvard and you model, so sad.” I’m joyful and happy that I can do both. I’m grateful to have understanding professors and brands that can make it happen. I’m having a lot of fun!

What are your plans for the future and some career goals?

Definitely right now I love modeling. I love the travel, clothes, girls – it’s a great experience. I want to model more. I have tons of shows on my list that I want to do. COVID is making me very sad. I hear about the delta variant and I’m like ‘no! I don’t have time for that!’

I also have an unlaunched mental health tech startup, so I want to do that when I have the time. I’m also finishing my degree. I don’t know what I’m going to do, but I hope it will be fun. I’m sure I’ll think of a way to marry a lot of the things I’m working on. For now, I am super-focused on modeling. I want to push that further.

Explore the collection here.