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Aldi Launches First Ever Aldimania Winter Collection
22/12/2021
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Advertising Agency
London, UK
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Shoppers were invited to an online high-fashion catwalk by McCann Live in Aldi's famed middle aisle to preview the collection
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Supermarket Aldi has unveiled its first ever Aldimania Winter Collection, which was available to pre-order online from 14th November and in store from 21st November, with a high-fashion online catwalk event - helping Aldi fans to celebrate in true Aldimania style this Christmas. 

All Aldi fashionistas were invited to attend the catwalk show by visiting Aldi’s Facebook and Twitter channels at 4pm on Saturday 13th November, where the full range was being modelled - giving the high street range a high-fashion feel, without the high prices. To launch the collection Aldi also took over the Victoria Warehouse billboard in Manchester; the largest of its kind in the UK and second largest in Europe, on Saturday 13th November.

The catwalk took place in Aldi’s famed middle aisle, the traditional home of Specialbuy ranges. The event featured models more used to strutting their stuff in designer collections and for big-name brands, having previously worked on campaigns for high-end makeup brand Illamasqua.

Julie Ashfield, managing director of buying at Aldi UK, said: “Following the success of our Aldimania range earlier this year and huge demand from shoppers for more, we really wanted to take the collection to the next level by, not only expanding the range, but unveiling it with our very own high fashion catwalk. We can’t wait for our shoppers to see it!”

Hot on the heels of its first ever Aldimania loungewear range earlier this year, Aldi has taken it further with its new Winter collection, as well as bringing back the popular Aldimania Hoodie (£14.99 available online only) from the loungewear range - which was previously worn by Tommy Fury – and sold out in minutes when it first went on sale in April.

Also included was Aldi’s take on the Christmas jumper - with designs featuring traditional snowflake and reindeer patterns - with Aldi’s logo at its heart.

Other products in the range included the Aldimania Christmas Fleece Jumper (£9.99 available online only) and Aldimania Christmas Fleece Trouser (£9.99 available online only) set, seen here modelled in the newly opened Aldi Denton Crownpoint store, as well as Aldimania Christmas Socks (£1.49) in a variety of vibrant designs.

Credits
Work from McCann London
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