Couture house Zuhair Murad's first mass-market collaboration: a $40-$300 shoe and bag capsule with Aldo
Glossy's exclusive explains what each side wants: Aldo a new image, the Beirut couture house a far wider customer base.
Aldo is launching a 20-piece capsule with Beirut couture house Zuhair Murad, priced from $40 to $300, Glossy reports: platform sandals, slingback pumps, evening bags, jewelry and eyewear with metallic finishes and celestial details. It was unveiled online and in stores on Oct. 28, launches globally on Nov. 2, and will sell in about 25 markets including the U.S., U.K., Canada and the Middle East.
It is Aldo's first partnership with a couture house and Murad's first with a mass-market brand, about two and a half years in the making after an introduction through a Middle Eastern Aldo franchisee. "We wanted people... to think, 'I didn't know Aldo could do that,'" said Aldo's Amanda Amar. Murad told Glossy it was a way to reach a much wider audience. The rollout is backed by hundreds of creators and Murad's 10.5 million Instagram followers.
Signal CheckCreator-powered launch; judge it in the shop
How much is substance, and how much is paid or hype?
The rollout is explicitly backed by 'hundreds of creators' plus Murad's celebrity and stylist network, so expect a wave of paid or gifted posts. What holds up: a real couture house designed it and prices are mass-market. What's unknown: how the $40-$300 pieces are made and wear; try them on before trusting the feed.
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Zuhair Murad
After exploring Why Zuhair Murad is partnering with ALDO for its first collaboration, for the designer behind the label, read Zuhair Murad.
Wikipedia profiles the Lebanese designer, who launched his brand in 1995 and has shown at Paris Haute Couture Week since 2001.
Wikipedia · Wade · 5 min
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