Aldo: Check Your Hedge SS 2013

This season, ALDO presents a marketing campaign as fresh as the grass is green.

ALDO has unveiled CHECK YOUR HEDGE, a global marketing campaign that celebrates the days when summer’s great escape becomes an adventure close to home. Who needs to go anywhere when the sun’s so high and there’s a garden getaway calling? ...

For the shoot, accomplished photographer Dan Jackson lent his camera eye to a bold, graphic vision of an ALDO summer. Leafy greens and poolside blues inspired by David Hockney are given an over-the-top pop-art twist by models Jourdan Dunn, Emily DiDonato and Florian Van Bael.

“We decided to mix it up in 2013 - a sophisticated and ambitious concept, a strict styling code, a new photographer, two girl models instead of one, and capped by a bold early 90's nod to one of our favorite bands from back in the day. CHECK YOUR HEDGE is mischievous, elevating, and inviting all at once. It feels confident, like when someone winks - not in a flirty way but in the 'I get you and I get it' kind of way,” explains Douglas Bensadoun, Creative Director — Vice President, Marketing, ALDO. 

The launch is supported by an integrated marketing campaign across a variety of platforms including print, online, out of home and social media. 

So unplug, kick back, hit the pool, and CHECK YOUR HEDGE, — before you miss the party brewing in your own backyard. 

The SS13 campaign and collection will only be in ALDO stores from the end of July  beginning August 2013. 

ABOUT ALDO :

Founded in 1972, ALDO Group is a leading international retailer for fashion footwear and accessories with over 1,600 stores in 80 countries. ALDO, the group’s flagship brand, delivers fashion to a diverse customer base at prices that make keeping up with seasonal styles a luxury within reach.

Karen Millen Arrives in SA ♥

One of the great international success stories of British fashion, Karen Millen is to open its first store in South Africa in mid-May 2013. Sandton City, Johannesburg has been selected as the place of debut for this latest addition to the House of Busby brand portfolio. Established in 1981 as an independent label, Karen Millen today is an iconic, global brand offering accessible luxury ...

All Karen Millen collections encompass the essential components of a modern wardrobe and are designed to become cherished staples. The pieces have a timeless quality that transcends seasons yet encapsulates trends. Each item is crafted from luxury fabrics with impeccable attention to detail and features the brand’s signature flattering fit. Each collection is created by the in-house atelier, headed up by Gemma Metheringham, joint Managing Director of Karen Millen. This serves to consolidate the brand’s design credentials whilst ensuring that the collections are imbued with the brand’s effortlessly glamorous style. Both Gemma and her team are dedicated to the brand and work across all the Karen Millen lines including apparel, footwear, accessories, jewellery and swimwear, all of which will be available locally. 12 collections are created each season and new items will be delivered to the Karen Millen Sandton City store each week, ensuring that it is the go-to destination for distinctive investment pieces, whether it is for perfectly tailored work-wear, a distinctive dress or a sumptuous leather jacket. 

Karen Millen has flagship stores in prestigious fashion cities including London, Madrid, New York, Moscow, Berlin, Sydney, L.A, Hong Kong and Paris; with Johannesburg the latest addition to the ever-growing list. 

Internationally renowned celebrities such as Zooey Deschanel, Eva Longoria, Nicole Scherzinger, Christina Ricci, Emeli Sandé, Taylor Swift and Rihanna regularly wear Karen Millen both on and off duty. 

For the Spring Summer 2013 season, Karen Millen has focused on creating contemporary collections that are pared-down yet confident. This is reflected in the feminine yet modern creative seasonal campaign, starring Amber Le Bon. There is a clean simplicity to the collection with the emphasis being firmly on modern, urban pieces. Multi-layered rather than thematic, the collection spans soft fluid volume to crisp tailoring, subtle futuristic embellishment to streamlined sportswear, Sixties Modernist influences to Japanese-inspired silhouettes. 

Karen Millen's first store in Johannesburg, South Africa, signals the exciting launch of this established international fashion brand offering design-led, attainable luxury for the modern working woman. 

Karen Millen Sandton City 

Shop U11, Sandton City Shopping Centre, 
Corner Rivonia Rd & 5th St, 
Sandton, 
2196 

All images via Busby and Karen Milen