Thursday, February 11, 2010

Deconstructing Bally

The Swiss shoe manufacturer Bally has built associations with design and the jet set. The brand built recognition through its illustrated campaigns which were used through the 1980's. The recent strategy by Scott Fellows was looking back to the historic brand essence to inspire the brand direction.

Bally began Carl Bally shoe manufacturing in the 1850’s. They supply military shoes during WWI. In 1942 they begin the Bally shoes museum, the largest to this day. 1951 Bally begins luxury production with the “Scribe” shoe after the hotel in Paris. The flagship in Zurich is re-launched in the 1960’s. In 1976, the add ready to wear and accessories.

Most of Bally's illustrations were created by Bernard Villemot, also of Air France.

Below the illustrated image was inspiration for the shot by Toby Pond in 2003

The photographs below were shot in part in Brasilia in 1980.


The brand has gained increased contemporary recognition of its travel and luxury associations. It communicates these values and a European sensibility that is opposed by American and Asian brands at accessible prices. The brand rests on quality of shoe construction as the fundamental essence and the accessories and clothing are added value.

F 2005


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