“For Your Eyes Only”

In Fall 2018 and Winter 2019,

Milan-based label Off-White, the fashion brand founded by American fashion designer Virgil Abloh, and Sunglass Hut, the international retailer of sunglasses and sunglass accessories founded in Miami, Florida, United States, in 1971, combined their DNA to create a unique, unisex and unexpected capsule collection that reflects the young exuberance of Off-White and the Sunglass Hut identity, with its undisputed expertise in eyewear.

Visual Assets

Having originally contributed in Sunglass Hut's rebranding and positioning - I helped leading the team on how this next chapter would evolve, considering that SHG X Off-White collaboration was the first important milestone in SGH’s becoming an ultimate fashion sunglasses destination.
We helped the Off-White team to direct campaign imagery, a film, and making of stills to showcase the character of the young, sophisticated and modern brand.
Working from concept to art direction to production, we expressed ‘For Your Eyes Only’ strapline across editorial, digital, video, social, in-store, and outdoor executions.

Film

Digital

landing page and newsletter

While the e-comm’s design system still had it’s visual and technological limits given the old and outdated structure of the platform’s components, working closely with UX/UI team, I had to study a visual solution that could follow the new Creative Direction and make sure all creatives were respecting the existing guidelines and aesthetic feel at all times.

We focused on highlighting the brand's editorial content while making their extensive product catalog easy for you to navigate, browse and purchase. International typography style, spacious layouts and strong contrast as a symbol of modernity. Color blocking and bold forms as a symbol of youth. Minimalist product photos complement the brand's aesthetic.