TeamStyle event, ALDI SÜD
Milan. Paris. ALDI SÜD.
What style will ALDI SÜD stores assume in the future? This was decided upon by a jury of high-calibre fashion celebrities together with some 40,000 ALDI SÜD employees in a phone-based vote.
On the stage at Munich’s Avalon: TV presenter Alexander Mazza. On the jury: designer Thomas Rath and model Jana Ina Zarrella. In the front row: Daniel Aminati. On the catwalk: three outfits created by AMD students that had qualified to get this far.
And the models? All ALDI SÜD employees ranging from store managers to trainees.
It was a fashion event that generally went down very well – both at the venue and broadcast in the stores as a live stream. Each appearance was met with rapturous applause, there was a great deal of excitement ahead of the voting and there was a lot of cheering when the new winning team was announced.
There is, however, another challenge to be overcome before the new TeamStyle is introduced: large-scale practical testing to determine whether it’s comfortable to wear, robust and easy-care. Only then will the whole of ALDI SÜD become a catwalk.