AWD Is Your New Sunglasses Obsession
The label’s latest campaign makes a case for ditching trends and seeing summer through your own lens.
Another summer, another trend to obsess over. From coastal grandmas to tomato girls, the internet has seemingly decided exactly what your summer should look like. AWD, however, would rather you do your own thing.
The design-forward eyewear brand unveiled “AWD SUMMER,” its first seasonal campaign since launching in August 2025, and the beginning of an annual series celebrating individuality, creativity and self-expression.
Shot by Callum Walker Hutchinson in Los Angeles, the campaign makes a case for ditching the endless cycle of fleeting aesthetics in favor of something far more personal. Fronting the campaign is a diverse cast spanning generations, backgrounds and styles, each bringing their own interpretation of what summer means to them.
At the center of it all is AWD’s debut eyewear collection, which acts less like a finishing touch and more like an extension of personal style. Rather than subscribing to one specific summer uniform, the campaign encourages everyone to see the season through their own lens.
It’s an ethos that runs through AWD, which draws on high-fashion design and underground culture to create bold, statement-making eyewear that’s designed to be worn your way. With AWD SUMMER set to return every year, consider this your reminder: you don’t need a summer aesthetic, just your own perspective.
Check out the high-gloss campaign above and head to the brand’s website for more.
In other news, Strawberry Western collaborated with a Japanese anime character.
