Vionic Introduces 'The Secret': Style. It Doesn't Have to Hurt.

SAN RAFAEL, Calif., Feb. 15, 2018 – Vionic celebrates women's empowerment in fashion with the launch of 'The Secret.' The fully integrated marketing and advertising campaign launches on February 15th, supporting the brand's new Spring/Summer '18 collection. The campaign inspires women to take part in a movement, encouraging them to break free from the discomfort of painful shoes, and discover the Vionic Secret - Style. It Doesn't Have to Hurt.

 (PRNewsfoto/Vionic Group)
(PRNewsfoto/Vionic Group)…

The emboldened spirit of the Vionic campaign challenges the centuries-old belief that women need to suffer in the name of fashion. The brand's archetype is bold, powerful, intelligent and breaking ground in that she takes on the status quo – in the same way that the Vionic Secret debunks the idea that style has to hurt.

“It's time women realize we don't have to compromise comfort for style any longer,” says Vionic Executive Vice President of Marketing Lisa Bazinet. “This campaign, and the stunning video in particular, strikes a chord with everyone who sees it. And who doesn't love flaming arrows piercing villainous heels!”

The Vionic Secret comes to life in an advertising video directed by the celebrated female Director Cali Bondad, encouraging women to cathartically release the pain of wearing heels and embrace a choice of footwear that doesn't hurt. Women wearing Vionic shoes ranging in style from heeled booties to ballet flats unite in their taking a stand against suffering for fashion, as they shoot blazing arrows through painful heels. The video narrative supports the Vionic ethos that fashion should empower women to live their best lives and never hold them back, thus the Vionic motto, “Style. It doesn't have to hurt.”

“The Vionic brand and creative really spoke to me. I was so excited to work on a project that I could personally relate to,” says Director Cali Bondad. “It's about time women free themselves from painful, outdated forms of fashion. We wanted to celebrate the fact that women deserve to look and feel good. I took all my visceral memories of painful heels and channeled them into the making of this video. It was a cathartic experience to say the least. And, every time a woman watches the video and exclaims, 'Oh, hell yeah!' – we're right there with them.”

Vionic has partnered with traditional and new media style powerhouses including ELLE, InStyle, Oprah and Marie Claire, and fashion blogger Julia Engel of Gal Meets Glam. To further carry the brand voice and spread the “Vionic Secret,” Vionic has partnered with over 300 influencers to style shoes from the Spring collection and echo the message. 

A six-city tour brings “Secrets to Spring Style” to Lord & Taylor, Dillard's and the Vionic Pop-Up store. The in-store events will feature spring style tips, fashion insider secrets, giveaways and more. Gal Meets Glam fashion blogger Julia Engel will host the premier event at Lord & Taylor in New York City on February 27th, with events following in San Francisco, Orlando, Scottsdale, Cincinnati, and Dallas.

About Vionic

Vionic brings together style and science, combining leading biomechanical technology with the most coveted trends. As pioneers in innovative footwear with a team of experts behind the brand, Vionic brings a fresh perspective to year-round fashionable and addictively supportive footwear built for versatility, unmatched comfort, and on-trend style. Featuring premium materials, thoughtful design, and a wide range of all-occasion silhouettes including heels, sandals, active styles and slippers, Vionic brings wearability to the season's most aspirational looks. Vionic has been featured in press including O, The Oprah Magazine, The Today Show, InStyle, Good Housekeeping, Women's Health, Redbook, Buzzfeed, Refinery29, Men's Health, Travel + Leisure, and PeopleStyle.

Learn more about VIONIC at | #DiscoverTheSecret

Amy Cunha
Big Picture PR

Cision View original content with multimedia:

SOURCE Vionic Group

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About the Author: Sarah Tulowitzki

Sarah Tulowitzki is a financial reporter, focusing on technology, national security, and policing. Before joining Canadian Business Tribune she worked as a staff writer at Fast Company and spent two years as a foreign correspondent in Turkey. Her work has been published in Al Jazeera America, The Nation, Vice News, Motherboard, and many other outlets.

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