About Project

A big idea that can develop over the years

That was the initial challenge from Sunglass Hut/Luxottica. Fashion week is staged in February and September and they wanted to create a dialogue over this period and beyond.

This also had to be expressed to the industry during Fashion Week and engage the public at Fashion Weekend, in a way that proved that Sunglass Hut’s sponsorship was more that titular.

Fashion or Style

To engage the industry and the public they needed to create a debate. So I posed the question (which has been posed in the industry throughout history), which is the more important influence; fashion or style?

Fashion is dictated by those in the know, but style evolves from the street. Both influence each other, so this is a chicken and egg type of conundrum.

Conclusion

I just don’t get the fashion industry (and I’ve worked on LFW for four years now for various brands). It is so superficial that when they say a big idea that can grow and create dialogue, you don’t normally expect that to mean just showcasing a man who can customize glasses cases by putting your initials on them! But customized glasses cases was exactly what we had to produce for them in the end.

Now which came first, the glasses or the cases?