ALDO launches latest footwear innovation: Pillow Walk

Mumbai [India], October 6 (BusinessWire India): Launching this Fall 2022, leading global fashion footwear and accessories brand, ALDO, announces its newest campaign in support of the brands latest footwear innovation, Pillow Walk™ technology.

Swati Bhat

An introduction to comfort, that doesn't sacrifice style and only available at ALDO, Pillow Walk™ technology was born from the combination of three key elements.

First, addressing the pent-up demand for dress, but a desire for comfort to remain. Second, the knowledge that ALDO is a destination for dress and third, ALDO's approach to unique comfort technologies that differentiate the brand in the market. Pillow Walk™ technology has been developed with molded sock foam that strategically provides extra padding at the heel and ball of the foot for all day dreamy comfort and the dual-density foam formula helps to absorb impact and release comfortably, skipping the "break in" period.

To accompany the launch of the collection, the brand will also debut its Fall 2022 campaign, a true visual embodiment of Pillow Walk™ technology. Inspired by popular social content and interpreted into a digital-first approach that feels native to platforms like Instagram and TikTok, the campaign creative truly allows the assortment and technology to stand out and grab consumer's attention. "We're heading into an era in fashion where style and comfort need to be synonymous," says Daianara Grullon Amalfitano, SVP ALDO brand. "ALDO is known for our dress category and we saw a major opportunity to delight consumers with a silhouette that usually is the most uncomfortable - ladies' heels.

We chose to make this the center of the campaign. For the campaign, we really experimented with the use of CGI and 3D elements.

As the Metaverse begins to permeate pop culture, trend-driven brands are adopting some of its aesthetic. We used CGI special effects to not only differentiate the content, but to also communicate pillowy comfort in a very clear way to the consumer. Style and comfort are always at the forefront."

The Fall 2022 campaign was brought to life by Director and effects specialist Ben Steiger Levine, alongside Director of Photography, Jonathan Decoste, photographer Alexandre Royal Gilbert and styling by Cary Tauben.

This story is provided by BusinessWire India. TC will not be responsible in any way for the content of this article.

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Primark launches specialist breast cancer collection

Primark has launched a specialist breast cancer collection, co-designed and developed with Breast Cancer Now charity and people who have been impacted by breast cancer.

Swati Bhat

The 28-piece collection marks the second collection from Primark and Breast Cancer Now, and features leisurewear, underwear, nightwear and accessories, such as hoodies, T-shirts and cami tops, briefs, nightwear and accessories, including slippers and socks.

The permanent Breast Cancer Awareness collection also includes post-surgery bras featuring product innovations and Cool Max technology to address challenges such as tenderness, swelling and hot flushes that many women may experience during treatment, recovery and post-surgery.

In addition, this year’s range also includes a post-surgery lace bralette, following research that showed many women still want to look and feel good during treatment and recovery from breast cancer.

Alongside the collection, Primark is donating 750,000 pounds to charity in support of Breast Cancer Awareness month to drive awareness, fund research and support services of cancer charities across Europe, the UK and the US.

The retailer has also launched a campaign sharing real-life stories to highlight the impact of breast cancer on relationships, self-confidence and body image.

Ann-Marie Cregan, trading director at Primark, said in a statement: “We want to support and empower women, whatever life brings. Cancer affects so many of us and we are really proud to be using our scale to drive awareness, raise vital funds and support services for people affected by cancer.

“We are listening to our colleagues, customers and wider organisations and offering women the products they need at every stage of their lives. We know that specialist products like these aren’t always accessible or affordable to everyone and we want to change this by bringing high-quality technical products that are comfortable, functional and look good to as many women as possible, at the best value on the high street.”

In the UK and Republic of Ireland, Primark have also activated a customer fundraising campaign where customers can donate one pound/euro (or any multiple of this value) at the till in all stores. UK customer donations will be shared evenly between Breast Cancer Now, Cancer Research UK and The Christie Charitable Fund. In the Republic of Ireland customer donations will go to The Irish Cancer Society.

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'Scooby-Doo!' character Velma confirmed to be LGBTQ in upcoming HBO Max film

Washington [US], October 5: 'Trick or Treat Scooby-Doo! ', the upcoming Hollywood movie appears to put a stamp on fan speculation that the character of Velma Dinkley is attracted to women.

Swati Bhat

According to The Hollywood Reporter, footage from the new HBO Max film has been making rounds on social media, with several viral posts focusing on fans' elated responses to scenes showing Velma, expressing interest in the female character Coco Diablo, voiced by Myrna Velasco.

After Velma seems to be smitten by Coco, a fashion designer with a criminal past, Velma's long-time friend and fellow detective Daphne quips, "I didn't know convicted felons were your type."

A flustered Velma replied by saying, "What? Type -- me? Please. Who has time for a type? We have our work cut out for us, and I am focused like a laser on ... OK, who am I kidding? I'm crushing big-time, Daphne! What do I do? What do I say?" In another clip, Daphne is shown trying to help Velma strike up a casual conversation with Coco by saying, "Now's your chance to talk to her." Daphne later pulls Velma aside when it's clear that Velma's small-talk skills could use some polish, reported The Hollywood Reporter.

Velma first debuted as a pivotal character on 'Scooby-Doo, Where Are You!', the animated series from Hanna-Barbera Productions that premiered in 1969.

The character, a long-time favourite of the LGBTQ community, has long been speculated by fans to be attracted to women. HBO Max is also developing an animated spin-off series 'Velma', in which the character will be voiced by executive producer Mindy Kaling, as per The Hollywood Reporter.

Meanwhile, 'Trick or Treat Scooby-Doo!', is now available for on-demand purchase and will start streaming from October 15 on HBO Max.

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