Aldo 'Stay Cool' for SS12

A brand that always runs playful and eye-catching advertising campaigns is Canadian-based footwear giant Aldo.

Last summer they had Lily Donaldson playing with beach inflatables and this season sees legendary photographer Terry Richardson back behind the camera and international models Anais Pouliot and Mat Gordon taking centre stage.

Entitled ‘Stay Cool’, the SS12 video is directed by the established Barnaby Roper and viewed in conjunction with the iconic print campaign perfectly captures the spirit of summer.

*Imagery throughout courtesy of Surgery PR

Aldo launch 'shoes for life'

Shot by the legendary Terry Richardson, Aldo's Shoes for life competition/ campaign features the beautiful Lily Donalson. Check out the campaign...



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!

Campaign Fever: Terry Richardson for Aldo

Imagery throughout courtesy of Surgery PR

Anyone who knows me well will know that no-matter what light he is shed in the international fashion press, I am a HUGE fan of Terry Richardson, his enigmatic work and bulging contact list and always will be. So with that in mind I’m very excited to see one of his newest advertising campaigns for high street footwear brand Aldo.

Not a collaboration that immediately springs to mind, Richardson has worked with Aldo previously making him a natural choice to snap their SS11 campaign featuring British supermodel Lily Donaldson and all-American wonder boy Sean O'pry. Rather than taking the obvious route and taking his models to the shoreline, Richardson has instead come up with a clever idea to bring the beach to them, utilising iconic beach equipment and props to highlight the theme of summer. Think surf boards, oversized inflatable beach balls and fake sharks.

Entitled Life’s A Beach, Donaldson and O'pry take centre stage throughout the campaign showcasing the spring summer collections key pieces, including collaboration items from the brands capsule collection with Julian Louie, which debuted at NYFW.

In addition to the boisterous print ads a supporting movie was also produced bring the campaign to life: