‘‘A mix of rich sustainable acetate and classic metal tones were used as the building blocks for a collection that takes many forms.’’
S/S 21
Tags: Eyewear Design, Creative Direction, Production
Tags: Eyewear Design, Creative Direction, Production
DESIGN
In mid 2020 I was tasked with designing a 10-piece eyewear collection for ic! berlin. The aim was to reach out to the female consumer group with luxurious eyewear pieces embodying bold and curious styling. I approached the task by carefully sourcing the materials needed to make a collection with variety and depth in both colour and textures. A mix of rich sustainable acetate and classic metal tones were used as the building blocks for a collection that takes many forms. The styles ranged from bold thick sunglasses to ultra-thin decorative metal rimmed glasses. This range of contrast is all interconnected with the design philosophy of using no screws or clues. Allowing for intelligent assembly systems to provide a pure and simplistic aesthetic.
CAMPAIGN CONCEPT
The narrative of the eyewear collection was defined in the design process so its translation to campaign imagery was intuitive. The brutal setting of lobe block Berlin gave the perfect platform to shoot from. Bold styles worn by strong female characters, fused together with a brutalist back drop and contrasting eco garden, allowed for a wide range of imagery.
‘‘This range of contrast is all interconnected with the design philosophy of using no screws or clues. Allowing for intelligent assembly systems to provide a pure and simplistic aesthetic.’’
DESIGN PHILOSOPHY
