Talking Style, Substance and Shoes With ALDO’s Michel Fahmy

ALDO, a global leader in fashion shoes, bags and accessories, is a prominent name in the Indian market. But the 53-year-old brand has entered a bold new chapter in India.   

Further solidifying ALDO's vibrant presence in India, Apparel Group, a global fashion and lifestyle retail conglomerate, has partnered with actors Rasha Thadani, 20, and Vedang Raina, 25, as brand ambassadors for ALDO India. This not only positions ALDO in the youth segment but represents a mindset of exploration and style experimentation. 

“We're all pushed in life to be curious and try new things. Aldo wants to be encouraging that and be part of that life journey with consumers where they get to try all kinds of new things... That spirit of discovery is what we're all about,” says Michel Fahmy, President, ALDO Group International. “We're a fun and adventurous brand. We want to be that brand consumers go to when they think about trying new things.” 

In an interview with Esquire India, Fahmy talks about the thinking behind choosing actors Rasha Thadani and Vedang Raina as brand ambassadors, what makes India an exciting market for ALDO and how the right footwear can elevate any man’s style quotient. 

What would you say is the new direction for ALDO right now and especially with the Indian market in mind?  

ALDO right now is completely on fire in India. We're growing the number of stores, we're growing also in our current stores, we're getting new consumers, younger consumers.   

We're really at the right place right now. What we've done really well in the last few years is that we're at the intersection of style and comfort for the Gen Z generation. We are the brand that's there for all their needs. So, if they need something for the holiday period or stunning fashion-forward styles season on season, we've got them covered. 

Diwali was one of our most successful campaigns. Whether it's their needs for casual, or to go to work... that direction of how do we come up with the best products that are stylish and comfortable is definitely a trend that will continue.   

If you ask me what's in store for the future, we want to be even faster on trend and be really hot. We're going to continue to expand: in the number of stores we're in. We want to make sure we are relevant online. We are investing more in marketing. We are trying to attract a very young consumer. The idea is to be fresh and at the same time very local. 

We love keeping that balance of being a well-known international brand, but also being respectful and loving the local flair where we resonate very well.  

ALDO Group International president Michel Fahmy

Could you talk us through the ‘Try Everything’ campaign? 

It's a global campaign that we've been working on for the last few months. We've launched globally as of September this year. But this whole idea of 'Try Everything' started with the concept idea that when you think about the Gen Z, a lot of their important decisions that they make in their life are before their 30s. One of the things that we all go through life is often wondering: should we take a risk and try something new? Whether it's in a new job or a sport or a hobby. There's always this tension of resistance. But you never know until you try. This is a phrase that we really love.  

What was your thinking behind associating with Vedang Raina and Rasha Thadani for the Indian market? 

For us it's not just about numbers. It's about connections and it's from the heart. When we talked with our partners locally, we said who are the people right now who are on the upswing and are connecting super locally. They (both Raina and Thadani) have big projects coming up. That's really at the perfect time. We want to be part of that journey with them.  

We looked at the values we have at Aldo and they resonated perfectly. They're very authentic, they respect our values, they connect with the young consumers. That goes beyond just numbers. But what's more important is even a local connection and to grow over time. 

Are young consumers a key part of focus for ALDO in the Indian market? Do you think there's a mature audience in the Indian market? 

We want to be relevant in every market. We we like to think that we have the right shoe for every age. The best word I would say is to be youthful. That can go and transfer on any age. 

Yes, we're targeting the Gen Z, which today goes up to 30 years old. But it's really more that youthful spirit and vibe that we're going after. We want every age, every consumer, men, women to feel compelled to buy the brand. That's what we're seeing come in our stores today.  

I love going in a store and seeing consumers from who are in their 20s, 30s, 40s, 50s, 60s buy our product. Sometimes, mothers come with the daughter or a couple coming together. That's the beauty of our brand. Not a lot of brands can have not just a shoe for the men, shoes for women, shoes for all occasions but also have a handbag to go with it. That's the best combination.  

What sort of makes the Indian market different for you? 

It's super hot and glamorous. Every time I visit, I see the markets getting elevated. The malls have more luxury products. I would say that the products are quite adapted to the local markets. There's a lot of special occasions, a lot of dress shoes which we love, heel heights etc. It's great to see also that our footwear is produced right here in India. It's made in India - that's to show you how committed we are to the local market. 

Any new upcoming products that, you know, we can talk about? 

We have a new special collection with Stranger Things that got launched. But we're always keeping it fresh. We're coming in now with new products every two months. The latest drop would be dress shoes, since it's the holiday season, with lots of styles. But we are always making sure that they're both stylish and comfortable. 

At Esquire, our tagline is man at his best? If you had to give tips on three types of shoes every man should have, what would they be? 

Wow. I can talk about myself. I travel a lot. Footwear is a beautiful way to express your style and who you are.  

In my case, I wear Chelsea boots. These are suede Chelsea boots. They are very comfortable as you're traveling. I think every man should have Chelsea boots. Obviously, there are different moments of the year where it suits you better than others. It adds a certain flair and style. You can wear that with a suit or casuals.   

I think a nice dress shoe, brown shoe, black shoe, that you're comfortable in and has our pillow walk technology, should be every man's go-to for work.   

We have some shoes that we call hybrids. They're right in between casual and dress. Those are incredible. You can wear them on the weekend or to work.   

Let me tell you three styling tips. For me, it has to be simple. A man should get up in the morning and already see combinations in their head between their clothing and footwear. For one pair of shoes, there should be ten combinations of clothing to wear.  

Second, it should be effortless. I love when you come with a beautiful shoe that has a certain flair. Then, I think, depending on your personality, some people want to add a certain level of spice that makes it unique. It's true that a lot of people, when they look at someone, they look at someone's shoes. They have to be clean and obviously, fitting with the clothing.