Two-year old Australian footwear label Cherrichella has been named the official footwear partner of Miss Universe Australia (MUA) 2022.

The business, which was founded by former Munro Footwear Group executive Ross Phelan, was approached by MUA via Instagram for the opportunity. 

"Miss Universe Australia is excited to be partnering with Cherrichella," MUA creative director Sophia Barbagallo said. 

"We love that they are an incredible, small, Aussie team who are passionate about creating innovative product in a cleaner way.

"We know the finalists are going to fall in love with their designs just as we have," she said. 

The 2022 event also marks a milestone for MUA, with it celebrating its 70th anniversary. 

Past winners of the competition include Jennifer Hawkins, Jesinta Franklin, Erin McNaught and Maria Thattil. 

The deal will see Cherrichella create a collection for the competition's national finalist to wear down the runway.

The finalist will also have the opportunity to collaborate with Cherrichella on a capsule collection.

Cherrichella founder Ross Phelan said the business is proud to partner with MUA and will create the collection with the environment in mind. 

"The intention is to develop an exclusive collection for the finalist to wear.

"Initially Cherrichella launched as a casual brand, but I’m excited to have an opening to develop a collection of dress footwear that the finalist can cherish as a memento of their experience. 

"I feel a great level of responsibility, knowing that Cherrichella will be the footwear worn when this year’s crowned winner takes one of the most important walks of her life," he said. 

The partnership is the latest in a string of growth opportunities Cherrichella has had, including partnering with marketplaces including The Iconic, Esther and SurfStitch, as well as expanding into new categories like hats and bags. 

The moves have paid off, with Cherrichella's January sales increasing 375% on the prior year. 

The MUA event will take place in the second half of this year. 

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