“Inspiration is Everywhere” for the ALDO shopper this 2016 spring season. The brand decided to get creative for the SS 2016 collection’s campaign, as the models’ photos were featured next to a photo of their outfits’ accompanying shoes, which were photographed with unique design elements that hinted on the shoes’ own purpose or origins. The stills were captured by photographer Matteo Montanari, and in order to capture such a clearly diverse concept, there had to be an interesting array of models to portray it. Among those cast were actress Laura Harrier, models Susannah Liguori and Kelsey Soles, and Parisian jewelry designer Marissa Seraphin.
“Our ‘Inspiration is Everywhere’ campaign has been a compelling way to enliven and empower our customer to express themselves through fashion – while staying true to their own personal style,” said CEO Erwin Hinteregger. “This season, we wanted to continue the conversation we started with our inspiring, style-driven clientele through ALDO’s Fall/Winter 2015 campaign. For Spring/Summer 2016, there is a playful imaginativeness to the campaign – meant to spark excitement and interest in the brand and the message we are sending.”
And the ALDO shoes spring 2016 campaign definitely sparks a lot of excitement. Everything about the campaign images is fun, from the smiling models and quirky clothing to the wonderfully creative props used for the shoes. For women with a sportier or athletic style, Seraphin posed next to the image of a lime green pump atop a can of the same colored paint, pouring on top of a sneaker. It shows how to translate one’s style between downright athletic to sporty, while still upholding the same spirit.
On the other hand, a girly, pink ensemble on Harrier was paired with a hot pink pair of slingback pumps with a cute bow. To showcase the shoes, they were set up on a milky pink plate next to a pink cake with a bow on top – too much? I think not! The brand found the line between “too much” and “just enough” and landed right on it. This is the same balance every image held, although this one was the most colorful and busy.
These images go to show that women should just find who they are and what their style is and just embrace it. The images define extreme archetypes for women that have particular styles: sporty, creative, and girly are the three most prominent styles portrayed by the shoes and their wearers, thus representing any woman, particularly an ALDO customer, who would also identify as such.
The Canadian brand has a clear point of view when it comes to expressing oneself, especially since this was the theme of both the women’s and men’s campaign for this coming spring season. This campaign in particular left us without want, as it manages to be everything we wanted it to be, without coming across as overpowering in any one area. Balance is key when it comes to creating a campaign, and with its success as great as with this campaign, it appears to be the key for success.
Photos courtesy of ALDO