“It’s so exciting to be the face of CHIMI’s new campaign. I love to collect sunglasses, and since CHIMI is a Swedish brand, it felt like a natural pairing! It was incredibly fun to shoot and I’m in love with the result,” with co-founder Charlie Lindström adding that, “Since our first campaign in 2016, we have dreamt about collaborating with Elsa. She’s the
perfect combination of edgy and down-to-earth.” In addition to the new range of sunglasses which arrive in eight different models in ten different colors, available in clear, mirrored and black lenses.
The new campaign is inspired by the Chinese word ‘Chi,’ which refers to the “circulatory presence of the universe’s natural energy” and “utilizing the flow of one’s inner self.” Each of the shades are shown in the latest lookbook, with Elsa Hosk radiating the colorful expression CHIMI has set out to achieve. In addition to the shots from the campaign, the sunglasses are also shown in a video with Elsa dancing to a song made specifically for the campaign by award-winning singer Mwuana. Titled “Craftsmanship,” the hit captures the DNA of the collection perfectly.
Not only is Elsa fronting the latest campaign, the model will also be releasing an exclusive capsule collection with CHIMI end of this month titled “Just Right – Hosk by CHIMI.” The range will feature a rounded cat-eye frame that was inspired by vintage frames. “I wear them every day!” says Elsa on the soon-to-be revealed exclusive.
Take a look at the bold campaign featuring CHIMI’s shades in the gallery above, and if you’re looking to cop some sunglasses, head over to CHIMI’s website.