KALEOS: the beauty of time
- By Valeria Martinez
- June 17, 2024
In the ten years since its inception, KALEOS has had a remarkable evolution in both style and identity. As the Barcelona eyewear label celebrates its 10th anniversary, 20/20 Europe talks to Creative Director Claudia Brotons about the brand’s tribute to the passage of time in its largest ever collection, its commitment to customisation and the relentless pursuit of innovation.
Q: As KALEOS celebrates its 10th anniversary, how has the brand evolved in terms of style, identity, and innovation? What are some key milestones that have shaped its journey so far?
A: The design has undergone a significant transformation over these 10 years. As a contemporary company, we aim not only to stay current but also to lead. We continuously engage in research on design possibilities, trends, and innovative constructions to present an exceptionally forward-thinking product. Our unwavering focus on shape has remained constant over the years. Besides all the design matters we believe that the service we provide to the opticians and our close relationship between customers and customer service continuously play an important role in our growth. We believe that the combination of all these leads us to where we are today and definitely has shaped our journey so far.
Q: Can you discuss how specific design elements within the Spring/Summer collection pay homage to KALEOS’ history while still feeling fresh and innovative?
A: This Spring/Summer Collection of 2024 embodies a visual celebration, a kaleidoscope of shapes. The collection pays homage to the diversity in form that has influenced KALEOS’ journey. It invites exploration, adorning oneself with our frames, and reflecting on the boundaries of time.
Q: How do the mature models chosen for the campaign visually express the concept of the beauty of the passing of time, and what message does this choice convey?
A: Because of our 10th anniversary the concept of this year could not be anything other than the passing of time. Our statement is a comprehensive tribute to everything related to the passage of time, including people, our most solid foundation throughout the years. Featuring older individuals in our campaign is a thoughtful message. We want to emphasise that people, even as they age, can still be exceptionally stylish without conforming to stereotypical clothing for seniors. They possess a knowledge richer than that of others, and as in all aspects of life, it’s about the right attitude.
Q: This collection is the largest in KALEOS’s history. What inspired such a diverse range of designs, and how do they collectively represent the brand’s identity?
A: Indeed, it’s our most extensive collection to date, we presented 42 new styles. Each silhouette serves as a chapter, a story told through contours, angles, and curves. Whether it’s the reinterpreted classic or the avant-garde, this collection pays homage to the diversity in form that has influenced KALEOS’ journey. It’s a reinterpretation of our 10 years, an homage to everything that has shaped our identity so far.
Q: What initially attracted KALEOS to collaborate with Hey, and how does this partnership align with the brand’s overarching philosophy of “The Beautiful Shape”?
We believe in different synergies and the added value and inspiration from two different sides. HEY is a creative studio specialising in graphic design and illustration that masters the art of visual language. They are known for their use of colour and irreverent visual code, and we thought their expertise on this would make a super nice addition to the development of our brand DNA “The Beautiful Shape”. HEY x KALEOS eyewear evokes the playful essence of HEY’s colourful drawings while being technically very complex. This collaboration perfectly incorporates the essence of both brands: focus on shape with an irreverent visual code.
Q: With 1296 different sunglasses variations possible from just one body frame, customisation is a focal point. Could you provide insights into the technical complexities of this collection?
A: For the development of one frame, we usually work with one prototype and for the sunglasses in collaboration with Hey Studio, we did 6 different ones. It was a challenging frame to develop. First, we decided to go with a metal body frame. Then we had to search for the best type of magnet available that would allow us to perfectly hold the pieces. For this, we had to make different trials and understand how many fixing points we needed to secure the interchangeable parts. We also had to study the thickness of the pieces so that they were as light as possible and did not fall – and that’s why they are made of high-density acetate.
Q: In what ways does the new showroom reflect KALEOS’ commitment to innovation and creativity, beyond just the design of your eyewear collections?
A: Our new showroom is completely linked to our commitment to innovation, creativity, and our brand DNA. It’s fundamental to us to be surrounded by objects that breathe authenticity. Design objects with special shapes make part of our everyday lives. At home, at the office, at our showroom, everywhere. Design and shapes are our foundation and of course, this needed to be imperative when renovating our showroom.
Q: As KALEOS continues to progress, what values and principles remain constant for the brand? How do these values influence the design process?
A: As I just mentioned earlier, design and shapes are our foundation. As a modern company, we also must keep up with the times. We are constantly on the lookout for design suggestions, trends, and new constructions to be able to offer innovative product designs always with a focus on shape.
Q: Looking ahead, are there any hints you can provide about future collaborations or innovations from KALEOS? What can consumers anticipate in terms of new designs or partnerships?
A: We are working on something very exciting that was never done before at the brand! A clue: super limited edition.
