Footwear-OCT20-P04-08 News_Footwear_Jan10_p30 19/11/2020 19:39 Page 8


NEWS Tamaris Wins Award


The Tamaris Fashletics collection line was awarded with the German Brand Award 2020 in the category "Excellence in Brand Strategy and Creation" by the German Design Council.


The visuality of the collection line prevailed


over the approximately 1,200 applications from around the world and was particularly convincing with its expressiveness, uniqueness and recognition value. With this award, one of the most important German brand prizes will go to the Wortmann Group in Detmold.


Marlena Hanke, responsible for the brand's


creation area, explains the idea behind the innovative concept: "Tamaris Fashletics represents the perfect symbiosis for our customers: The combination of shoe, woman and explosion underlines the lightness of the models, but at the same time captivates with energy and dynamics. Paired with a pleasant body feeling, the fashionable styles not only strengthen the well- being but also the self-confidence".


Jens Beining, CEO of the Wortmann Group, adds: "In addition to the positive feedback from our retail partners, it is awards such as these that reflect the brand's success. They reward us for the hard work and passion that our team puts into the Tamaris brand. As teamwork is very important to us, we would also like to thank our advertising agency "MEN AT WORK", which has given us excellent conceptual support.


The German Design Council is an independent


and internationally active institution that supports companies in efficiently communicating design and brand competence and at the same


time aims to strengthen the design understanding of the general public. Together with the German Brand Institute, the foundation presents this unique award for outstanding brand management.


Hotter asks the nation to rethink stereotypes with their “get comfortable” brand relaunch


As part of Hotter’s transformation to a digital first business, and with the aim of getting its core audience to reappraise both brand and products, the UK’s largest shoe manufacturer is set to launch a bold new TV advert challenging society’s perceptions and biases towards older women.


Claire Reynolds, Hotter’s Head of Brand & Strategy commented: “The


campaign encourages women of all ages to own being comfortable in who they are whilst challenging stereotypes. It represents the launch of an exciting time for our business following a larger repositioning project, which has reinvigorated the brand, product, communications and experience for our customers. Hotter is ready to launch its empowering version of comfort, delivering a concept which asks us all to rethink stereotypes, rethink comfort, and rethink Hotter. ”


The new brand relaunch campaign, developed with advertising agency


Pablo, will air from the 21st September across TV, Social & Digital, with a TV deal exclusive to Sky. The Autumn Winter 2020 campaign celebrates all women, encouraging them to ‘Get Comfortable’ both in the shoes they wear and the way they choose to live their life.


Consciously or not, older women are often expected to act in a certain


way, to conform to a set of outdated expectations or settle into a vapid middle age. The campaign juxtaposes expectations and judgements of older vs younger women, exposing this bias head-on. Ultimately the piece is about more than just age, exhibiting that being comfortable is being unapologetically yourself no matter what. The authenticity of women was


made paramount in the casting approach and the talent were chosen specifically against the scenes featured - which means the film celebrates real life people being their authentic true selves on screen.


The film sees a mental health campaigner using weightlifting to combat her demons, a political activist, a very heavily pregnant woman, recent graduates, a non-binary couple and a GB athlete, to name but a few.


The campaign includes three different mother and daughter pairings including the director for the film, the phenomenal Phoebe Arnstein, and her mother, NTA winning actress, Amanda Burton, who carries the voice over of the piece. By not only holding up a mirror to society and reframing the conversations around ‘old age’, the campaign aims to encourage women of all ages to fully embrace and express their individuality, to be unapologetic about who they are and to encourage the rest of society to get comfortable with that.


Nathalie Gordon, Creative Director at Pablo, says, “We've seen much mention of age and ageism in recent months - what it means for diversity of thought, work and culture. This campaign won't singlehandedly solve any of that, but I do hope it holds a mirror up to some of our more outdated ways of viewing each other and forces us to reconsider our biases, for the better. In the much-overused words of most Hollywood movies, "We're not so different, you and I” and really, isn't it time we all got comfortable with that?”


The new advertising campaign will air on TV from 21st September and the new AW20 collection is available now from from Hotter.com.


8 • FOOTWEAR TODAY •OCTOBER/NOVEMBER 2020 www.footweartoday.co.uk


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