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ALDO, an international footwear and accessories brand, decided to put the creative control of its spring/summer 2016 global campaign in the hands of ‘everyday’ people with extraordinary credentials. It looked to students, models and artists to exhibit their special talents and unique offerings for this season’s collection.
When visiting the store recently we were able to get a firsthand look at the new assortment and find out exactly what customers are buying from this popular Canadian brand.
Kelvin Mas, senior store manager, City Centre Bahrain, said: “There are a lot of new trends and styles this season that customers are buying, however, the glitz and rhinestone-detailed pumps available in gold and silver are by far the bestsellers. Our customers are drawn to them and they prove very popular for those special occasions.”
He said that the ‘Ghillie Tie’ (laces which criss-cross to the top traditionally used in Celtic dancing) is considered a ‘must-have’ which reflects the current runway and street trends. The shoe can be worn on casual occasions too.
The ‘laser-cut’ floral styles with ankle-wrapping laces are not just your average garden variety either and are found in beautiful spring palettes with delicate laser-cut petals. These would be perfectly paired with a breezy summer floral dress or your favourite pair of culottes.
The basic flat is made modern this spring with ankle reaching ballerina-inspired laces and metal-capped heels in peach, green, black and bone that will give a back-seat to ‘the gladiator’ this season.
The ‘ath-leisure’ footwear is the first trend customers look for, according to Kelvin. The style is achieved in a variety of ways but the metal-adorned high-top sneakers with textured panels are particularly popular. Trainers with pops of neon colour with black neoprene are also high on the wanted list because this ultra-modern style is cool and lends an urban aesthetic. Hence, these are found in the front of the store.
Every season the caramel-hued footwear is also sought-after and arrives in both leather and suede giving a rich and elegant accent to any outfit.
Handbags for SS16 are still showcasing the snakeskin fashion and this reptilian print is not hiding in any swamp because it is ultra-popular with the expat crowd in most age category, says Kelvin. The bucket bag is also a hot item and it comes in fun colours to match your summer frocks.
We cannot talk about Aldo without addressing its range of accessories. On-trend this season is the range of thin and layered necklaces and ring packages. Statement necklaces are also ideal for special occasions with a mix of clientele buying them regularly. The sun-glasses for women are tailored around cat-eyes as well as John Lennon-inspired round lenses or heart-shaped frames borrowed from the 1980s.
The men’s footwear choices are just as in-demand with the first stop being the sport styles in modern lace-ups and high-tops. Maritime hues are top choice in navy, bone, black and red.
Many local customers traditionally prefer a wider set shoe and find this brand a comfortable option. The best-sellers from the range are the boat shoes with this fit. Due to the hot weather the mesh slip-ons are also sought after because they are breathable and light in the hot desert conditions.
The ‘driver’ shoes in-stock (which I did not even know existed) had sleek leather uppers, anti-slip soles and tasteful ornament structures in modern moccasin styles. Apparently, the store has always carried this special shoe and it inhibits holes from forming in the material at the heel by using rubber reinforcements. Neat.
The occasional shoes in ‘Derby’ and ‘Oxford’ styles come in some gorgeous leathers and suedes in flattering colours. New this season is a textured look which is selling well in the darker shades.
The SS16 advertising campaign focused on everyday people that wanted to express their own individuality and personal style.
The faces of the promotion were chosen for their ‘unique personal flair and creative self- expression’, representing a range of tastes, passions and lifestyles.
Marissa Seraphin, a Paris-based jewellery designer, Susannah Liguori, an art student and model living in New York, Laura Harrier, up-and-coming actress and cast member in the HBO series ‘Code of Conduct’ and Kelsey Soles, described in the tabloid press as an ‘It Girl’ and London-based model, all exude a style of their own.
And, Silviu Tolu, New York style blogger, Harry Uzoka, model and member of a video art collective in London, and Keisuke Asano, an artist and model living between London and Tokyo, represent a more masculine side to the campaign.
