Swedish eyewear brand Chimi is launching ‘The Auction’ campaign on its website to coincide with the 8pm Central European Time (CET) launch of its AW26 collection this evening, in collaboration with creative duo Shadrinsky.
At the centre of the campaign is “the world’s smallest pair of glasses”, created by Chimi. The miniature frames go under the hammer alongside two other lots: a pair of Chimi optical glasses “as seen in a movie”, with their perceived cultural significance sending their value soaring, and an original painting by Yulia Shadrinsky portraying rapper JWLES, an ode to his appearance in Chimi and Shadrinsky’s previous campaign, ‘The Trial’.
Told through a series of short, “hyperreal” films, the campaign “blurs reality and fiction”. Set within an auction house, each lot “plays with the gap between what we see and what we believe we see”. Scale, provenance, association and cultural relevance “turn otherwise ordinary objects into things of extraordinary value”.
‘Hero’ styles in Chimi’s new AW26 collection include ‘Grana’, ‘Ellipse’, ‘Scope’, ‘Otis’ and ‘Jean’.
Yulya Shadrinsky and Marita Gurcciani are the Paris-based creative duo behind Shadrinsky, described by Creative Review as “the trojan horse the luxury market has long needed”.
They have previously worked with Marc Jacobs, Jean Paul Gaultier and Mugler, with a focus on entertainment in the form of bizarre storytelling and playful humour as opposed to regular campaigns.
Chimi Eyewear was founded in Stockholm, Sweden, in 2016 by childhood friends Daniel Djurdjevic and Charlie Lindström. The brand has stores in New York, Paris, Stockholm, Oslo, Gothenburg and Cape Town.