Marking its 30th anniversary, Morgenthal Frederics took a different approach to its fall advertising with a campaign mixing photography and illustration.

For the campaign, dubbed “30 Years of Signature Style,” chief designer Jeff Press tapped illustrator Jason Raish and photographer Chris Chieco.

The campaign drops the frames into the everyday lives of New Yorkers. Highlights include images of  classic frames on display in a museum as guests admire them. Another shot shows subway riders watching children dance as jazz players perform, while the sunglasses are posed like travelers leaned against the doors or sitting in the train car.

“We took inspiration from a range of influences such as cartoons from The New Yorker, the photography of Arthur Elgort and even the comic books we read when we were kids,” Press said. “I love how this unique story plays out, as individual images and as a complete, cohesive layout.”

Other scenes are on Wall Street, at the ballet, on the Brooklyn Bridge and on Madison Avenue, where Morgenthal Frederics recently opened a store.

The eyewear maker has built its reputation on optical frames and sunglasses in acetate, hand-crafted in Japan and France. The brand is also well-known for frames made of classic buffalo horn, produced in Germany.

“Since the company began in 1986,” said Press, “our focus has been on classic and playful shapes that facilitate a wardrobe of eyewear, and enhance wearers’ signature style.”

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