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ITALIA INDEPENDENT launches first line in new agreement with MODO

MODO Eyewear has presented the first drop of the ITALIA INDEPENDENT Spring/Summer 2024 collection, following the acquisition of the brand on 12th September 2023.

Lapo Elkann – who has retained the role of Creative Director for the brand’s new direction – together with the MODO team has taken up the models that have defined ITALIA INDEPENDENT’s non-conformist style over the years, reinterpreting their DNA according to the MODO Eyewear style and introducing a series of brand new frames.

The collection is divided into eight sunglasses and nine optical models, for a total of one hundred and ten variants in which acetate is the predominant material, reinterpreted through “sophisticated details” and, in some cases, treated with a metal-effect finish that recalls the world of ’90s racing yachts.

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The colour palette draws inspiration from the wardrobe of Lapo Elkann, repeatedly defined as the “best dressed man in the world”: the brightest shades such as Lapo Blue are flanked by bold fluorescent colours in transparent versions, as well as the more traditional greys and havana.

Lapo Elkann – the brand’s creative director, said: “I am happy and proud to be part of this further phase of the brand I have created and with which I am deeply in love. For the first collection, I decided to start from the heritage and icons that have contributed to building a brand of great value, including emotional value. ITALIA INDEPENDENT is a brand that wants to immerse people in my world, a reality made of love and great passions in which tradition is intertwined with innovation, and creativity with respect for the roots and values of which the brand is the bearer”.

For the launch advertising campaign – curated by Independent Ideas, Publicis Groupe’s creative boutique – ITALIA INDEPENDENT has chosen to experiment with the world of Artificial Intelligence: in full compliance with the brand’s philosophy, the images and the message are sure to make an  impact, with the aim of striking the chords of the brand’s most nostalgic followers and winning over the new generations.

Italiaindependent.com

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