Christian Siriano for Payless ShoeSource

Considering his blister-inducing "bull-horn" shaped heels at his spring 2010 runway show in New York, the "Project Runway" prodigy's Payless lines are much more middle-of-the-road with basic flats, heels and bags. Lela Rose, alice + olivia and Abaeté also help the store’s thin-walleted customers get their footing. And "Sex and the City's" Patricia Field, who styles all the company’s TV ads, lifestyle prints and store signage, designed a few capsule collections for Payless. Photo: Model Lea Rannells before the sneak peek at Siriano's spring 2010 runway collection at Payless ShoeSource during New York Fashion Week.