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Time to get comfortable

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Introducing our new Autumn/Winter 2020 campaign, designed to re-imagine what it means to be truly comfortable from head to toe. We believe that being comfortable enough to do more of what you love is the only way to live. And it all starts with what’s on your feet.

Our latest TV campaign celebrates every type of woman. It’s designed to challenge accepted norms, stand up to antiquated societal perceptions of age and urge every woman to own who they are in total comfort. It’s not news to anybody that women “of a certain age” are expected to behave in a certain way. Absurd and outdated as these expectations are, they’re still holding us back every day. Well, we think enough is enough.

We want to inspire you to ‘Get Comfortable’, both in the shoes you wear and the way you choose to live.

We want to inspire you to ‘Get Comfortable’, both in the shoes you wear and the way you choose to live. Our AW2020 campaign juxtaposes the expectations and judgements of older versus younger women, exposing the bias head-on.

But this campaign is about so much more than age. We want to prove that the key to being comfortable is being unapologetically yourself no matter what.

We believe this message of being comfortable equating to owning who we are, no matter what, is a powerful one that will resonate with women all over the world.

After all, are you ever really living if you’re never truly comfortable?

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