King Midas of fashion: whatever US designer Virgil Abloh touches turns to gold. Like hardly anyone else, the founder of the Off-White brand, launched in 2013, manages to capture the zeitgeist with his aesthetic. His close friendship with pop giants such as Jay-Z and Kanye West, for whose label Donda he worked as creative director in 2010, does the rest and ensures broadly effective marketing. While Abloh originally focused on men's fashion, Off-White has also had a women's collection for around seven years. Cooperations with big names such as Nike, Moncler, and Levi's have also ensured publicity. Since March 2018 at the latest, the street style phenomenon has also been a household name in the luxury segment, as Louis Vuitton crowned him art director of menswear. He presented his first collection for the French fashion house shortly afterward at Paris Fashion Week. In the near past, he cooperated with the furniture giant Ikea, among others, and created the Markerad collection for the Swedish company. The sunglasses collection that now forms Off-White's product portfolio is now the latest stroke of the 40-year-old design star.
At a glance: The sunglasses collection by Off-White
Architectural design, strong colours and a contemporary aesthetic - this is what the models are supposed to stand out for. Available in different shades, Abloh relies mainly on acetate frames. The best example is the "Manchester" sunglasses by Off-White. The inverted trapezoidal shape makes them one of the absolute statement pieces in the collection and cleverly interprets the current revival of the 1980s. The collection, which is also available from end of June/beginning of July on the German-speaking market and at retailers such as Mister Spex, was presented via the social media platform WeChat.
A campaign worth seeing with familiar faces
The campaign by the photographer duo Tanya + Zhenya Posternak is also an eye-catcher. The Ukrainian sisters staged top model Helena Christensen, who is recognisable at first glance despite her protective glasses. Alongside her, social media star Justine Biticon and musician Lil Der also show off the models. "I chose Helena, Justine and Lil Dre because they each represent different worldviews and perspectives, yet embody everything I believe Off-White stands for. Creativity, perseverance, confidence," says Virgil Abloh.
New world view
All the models in the collection are unisex, by the way. "I don't believe in gender roles, only in design," says the Off-White designer, who also captures the zeitgeist with this. There is another piece of good news for fans of the brand: the price is in the upper mid-range and starts at around 300 euros. However, you shouldn't take too much time when deciding to buy, as the brand's It-pieces are notoriously sold out.
The Off-White sunglasses collection is available from end of June/beginning of July at Mister Spex, among others.