Wednesday 22 June 2011

Last Night I Got Lucky With Aldo

Last night I attended a spectacular launch event for Aldo’s new AW11 collection Get Lucky, held in one of my favourite venues, the resplendent One Marylebone. Bursting with celebrities such as a radiant looking Aldo spokesmodel Lily Donaldson, Henry Holland, Jade Parfitt, Jasmine Guniness and Sunday Girl spinning the decks, this soiree proved to be the evening’s hottest ticket.
Jade Parfitt and Jasmine Guniness / Lily Donaldson and Aldo's Douglas Bensadoun - courtesy of Surgery PR
Celebrity spotting aside, guests were treated to an endless flow of vodka sours cocktails, champagne and delicious canapés while we looked around a glitzy array of new designs from the Aldo holiday collection. Several presentations by the brand’s creative director Douglas Bensadoun, kept us up to date on all the progress in Aldo land (they love it so much in London they’re opening up a design studio here). Quirky campaign videos were also unveiled for Get Lucky (seeing the brand once again work with Lily Donaldson and Terry Richardson), themed around a Las Vegas vibe; think poker chips, cards and magicians hats (complete with white rabbits, of course).
Dotted around the vast space were several capsule collections, among which was a rather chic premium menswear collection called Mr B’s, alongside a brand new capsule collection by New York designer Christian Cota. The Christian Cota collection is part of Aldo’s most exciting project to date – Aldo Rise. This initiative sees the footwear giant collaborate with rising talent in the UK and US with their British partners announced as Mark Fast, JW Anderson and Preen. With collaborations seemingly being the key to Aldo’s ever-increasing success, there was something on display for every fashion fanatic, including the opportunity to meet the UK stalwarts.
If any of the shoes take your fancy, do not fear for they will be on sale across the UK a little later in the year!

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