Icons from the past meet new contemporary shapes
As ITALIA INDEPENDENT is known for their non-conformist style, the eyewear brand is now reinterpreting their DNA according to the MODO eyewear style and introducing a series of brand new frames for their Spring/Summer 2024 collection. Traditional colors are flanked by the brightest shades and fluorescents. Heritage and craftsmanship as the basis for pushing the boundaries of innovation. A new era of passion, independence, nonconformity begins. The magic is back.
To inaugurate its advertising campaign, ITALIA INDEPENDENT has opted to delve into the realm of Artificial Intelligence. Staying true to the brand’s ethos, the visuals and messaging are poised to leave a lasting impression, resonating with the nostalgic aficionados while also captivating the attention of the new generations.
The assortment comprises eight styles of sunglasses and nine designs for optical frames, totaling one hundred and ten variations. Acetate stands as the primary material, enhanced with intricate touches and, in certain instances, adorned with a metallic finish reminiscent of ’90s racing yacht aesthetics. AZZURRO is one of the most representative models in the collection. It is a unisex model in velvet, denim and camouflage fabric, revisited in a contemporary key in terms of style and technical content.
“ITALIA INDEPENDENT is a brand that wants to immerse people in my world, a reality made of love and great passions in which tradition is intertwined with innovation, and creativity with respect for the roots and values of which the brand is the bearer.”
(Lapo Elkann, Creative Director of ITALIA INDEPENDENT)
photos ITALIA INDEPENDENT