CHIMI Eyewear Debuts New Core Collection at Stockholm Fashion Week
Featuring 10 new styles.
Sweden’s favorite eyewear label CHIMI has just revealed its new collection, replacing former styles with a new Core Collection featuring a handful of new sunglasses that are ideal for everyday wear. At Stockholm Fashion Week, the label debuted the range consisting of 10 frames in a campaign video capturing the eyewear as well as cementing itself as the go-to brand for timeless and on-trend shades.
Following the release of the digital presentation at SFW, we had the chance to speak to CHIMI co-founder Charlie Lindström and learn about the collection as well as how the team has worked to create the collection as well as the campaign built by creative director Rami Hanna. Take a look at the campaign in the images above, and read our interview below.
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What are your thoughts on digital fashion week?
Experiencing fashion digitally is not a new concept, but I think the pandemic have forced creative directors to be think more about how they want to present their visions, as well as make the presentations work for both press, viewers and buyers. In the future I really hope fashion week can be a mix of digital, extravagant physical presentations but also intimate, private shows.
Tell us more about the CHIMI collection. What’s the inspiration?
I come from a family with many creatives, my mom is a tailor and and I have a few architects in my family which is where the the main inspiration for my work comes from today. I really wanted to interpret that in to this new Core Collection. Eyewear is just like architecture – it’s about straight, clean lines and about combining different geometrical shapes to create one piece. The new collection is a hybrid of conventional and progressive eyewear. The layover Core Collection is developed with balance and symmetry in mind to fit into the vision of current culture combined with classic timelessness.
How has the team been working to achieve your goals?
We’re working very tight and overlapping as a team. 2020 was all about developing better communication and look for inspiration inside, since we haven’t been able to see each other physically and collect inspiration the same way that we’ve done before, when we were traveling and meeting people.
What are you most excited about this year?
We have a lot of collaborations and limited projects coming up that I’m so excited to get out, and excited for our customers to experience.
