CHIMI Eyewear's Latest Campaign Composes a Beautiful Symphony
Sunglasses like you’ve never heard them before.
Swedish eyewear label CHIMI has just launched its latest campaign, this time transcending space and time by tapping composer Jacob Muhlrad to create a musical piece dubbed “The Chimi Symphony.” My main source of inspiration was the imagery of light being filtered through a UV-lens, and how that could be portrayed through the violin bow, as it creates a tone by forming friction on the string in very much the same way”, says Jacob about the piece. The composer also stars in the campaign as one of the models. “With the Chimi Suphony, we wanted to visualise how we’ve constructed the core of Chimi, where the importance of every detail is what composes the craft. Each piece is as important as the other, and without a single one, you lose the entirety,” states Chimi about the decision to turn the campaign into a musical piece.
Known for its unique approach to sunglasses and eyewear, CHIMI strengthens its visual identity by welcoming a handful of new silhouettes to its vast lineup. All crafted from Mazzucchelli acetate with a 100% protected CR-39 lens, the new shades are an extension of the label’s core collection. “We see the new collection as a bridge between our classic Core collection and our more limited edition capsules, where we’re constantly trying to challenge our customers. The idea behind the frames is to keep the timelessness but shape it to fit current trends,” said Charlie Lindström, co-founder of CHIMI, about the new selection.
The new frames are retailing at €99 EUR (approximately $107 USD), and will be available across CHIMI’s online store as well as at retailers later this spring. Experience the CHIMI symphony in the campaign above, shot by photographer Rami Hanna with creative direction from Nineties Studio, as well as the photographer himself.