Eyewear advertising is a celebration of the brands’ DNA.

The eyewear campaigns of Autumn/Winter 2022/2023 are multifaceted in nature, just like the design solutions of the models presented. Faced with a multitude of styles, the brands have chosen to express their creativity by remaining faithful to their DNA and origins, to the values that have set them up as international trendsetters: we move from Gigi Studios’ need to confirm its own identity through style to the raised status of sight over other senses by Lozza, from the unbreakable bond with the cinema enjoyed by Persol, to the historic value of Morel, and the celebration of Italian art of living by Web Eyewear.

The world of ophthalmic lenses focuses instead on guaranteeing perfect sight.

Ideally leading the way in such creativity and brand values, MIDO proposes the campaign, Frames, aimed at inclusivity and able to transmit the values of internationalism and memorability, wonder and practicality, which have distinguished the fair for over 50 years. The campaign manages to be fresh and modern, outlining the guideposts of the past, present and future of eyewear.

Let’s take a look at the aforementioned campaigns.

GIGI Studios

The campaign “Show your I’s” focuses on the idea of multifaceted identity and is an invitation to us to openly express each aspect. The place where we are, who we are with, how we feel, even what we wear, all condition us to show different aspects of our personality.
Honest and raw, the new campaign explores the nuances of identity as the fabric of essence, challenging the three models – Emmanuelle Lacou, Jewaria Luu and TimoPan – to reveal their different aspects. The images are fleeting expressions of their character, improvised, spontaneous and liberating.

Lozza

The “5 sensi” (“5 senses”) campaign describes how eyes and glasses guide the other senses in our perception of the world. The advert features shots of four testimonials where each image reveals the connection between the protagonist, his/her art and principal sense through a specific claim: from “My music through my eyes” by Italian artist and singer-songwriter Tommaso Paradiso to “I taste the world through my eyes” by food blogger Nicole Bottesini, from “I taste the world through my eyes” by Argentinian sommelier Juan Pablo Nieva to “I shape ideas through my eyes” by the young French artist Lohana Saby.

Persol

The campaign “Icons. Framed Since 1917” is a visual journey that invites spectators to explore a series of cinematographic genres which have inspired the brand since its launch. The storytelling revolves around a director-actor, played by Lucas Bravo, who is working in a backlot. In search of inspiration, he decides to write the best possible screenplay. During the creative process, each scene imagined by the director-actor comes to life thanks to a medley of visuals of the campaign, which represent different cinematographic genres. Actors Lucas Bravo and Sophie Cookson wear the Persol A/W 2022 collection as their characters’ love story develops, against the backdrop of the city of Rome.

Morel

“Looking to the future and feeling grateful for the past” has always been the Morel philosophy. The value of authenticity is the source of inspiration behind the 2022 campaign: a historic series of original photos featuring individuals wearing the frames of the new collection.

Web Eyewear

The brand continues its innovative exploration of style with sunglasses and eyeglasses that express the Italian art of living. Venice, with its ancient palazzi among the narrow streets and canals, is the location chosen for the new AW22 advertising campaign. Colours, materials and details are in perfect harmony in an aesthetic design that unites sunglasses and eyeglasses with an unmistakeable character. The frames bring together artisanship and modernity for results of absolute excellence.

Le lenti

Essilor

In the Varilux campaign, the world leader brand in progressive Essilor lenses, audiences are again introduced to Raphael – the successful, exacting and long-sighted architect – who acts as a testimonial of how it is possible (with the right lenses) to maintain visual equilibrium and stability of images: a clear vision at all distances, enhanced even in movement. He has “a story to see” (“Una storia da vedere”).

Hoya

Five mini-videos feature the progressive Hoyalux iD MySelf eyewear in some scenes of everyday life where the protagonists forget they are wearing glasses: while diving into a swimming pool, pulling on a favourite sweater, applying sun cream in a mountain chalet. The claim is: “So comfortable you don’t know you’re wearing them”.

MIDO

The creative direction of the new communication campaign, “Frames”, was entrusted to Max Galli, a designer and artist who likes to describe himself as a “creative explorer”, together with the Mixer Group. Max Galli has created a true intercultural and inclusive manifesto, based on fusions and colour that provide an unusual setting for the hero product: glasses and the entire eyewear world, which each time become metaphors of style and personality.