"Fashion comes first and fashion comes for all," says European-born eyewear brand, Carolina Lemke. The international name, widely known to inspire confidence and singularity amongst its consumers, has recently launched in North America and is rolling out a multimedia advertising campaign that celebrates a collaboration with none other than Kim Kardashian West. With a diverse audience in mind and the vision to make beautiful pieces accessible for all, Carolina Lemke’s designs have wondrously been successful in combining communities and cultures together through eyewear, with the designer’s vibrantly artistic aesthetic being carried high and far through the fashion scenes of Berlin.
The brand’s campaign is boldly stated. Photographed by Mert Alas and Marcus Piggott, it features eye-catching frames from the Kardashian West collaboration. The inspiration for the abstract, slightly obscure campaign has been drawn from supermodels of the '90s alongside pre-CGI science fiction concepts and ideas. Kardashian West has often leaned towards minimalism, which resulted in the overall campaign being created in a sleek style and tone, with accents and elements sparked by a more conceptual voltage. In these photos, Kardashian West herself is featured, staged just in her element—a single figure with all lights shining directly above her. She is individually photographed with a number of "clones" being staged against the frame: a starkly dim, indigo background that sends attention back to the model of the shot.
Spontaneity, magnetism, and a curious compulsion for 'more' are all characteristics that drive the high-quality fashion piece. The slogan—cleverly titled "On Sight"—alludes to the instantaneous connection that consumers are promised to have with the product as well as with others that they are engaging with from the other side of the glasses’ lens. Kardashian West is not a true Kardashian if she does not perfectly live up to this sentiment. From Calabasas to New York City, she receives immediate recognition and attention. The international public eye tends to gravitate towards her—the type of attraction that is effortlessly recaptured with the sunglasses.
Starting March 19, select styles form the Kim Kardashian West of Carolina Lemke collection are going to be made available. The full collection can be accessed online come early April 2019, with prices starting at $90. Until then, revel in the fabulosity of the campaign, below.