In the world of fancy fashion campaigns, we imagine shooting eyewear spots is the trickiest–how interesting can one make yet another photo of an Estonian 16-year-old in $400 sunglasses? The answer is “not very,” and consequently most eyewear campaigns are exactly that; photo after photo of a conventionally attractive white face in variously shaped eyewear.
Karen Walker, maker of shades in the $250+ bracket, already tries admirably to work outside that rubric: for its first summer campaign, the brand teamed with Ari Seth Cohen of Advanced Style to cast women between the ages of 65 and 92 as models.
Now, for its second summer campaign, the brand keeps things interesting by going in the opposite direction and working with models aged 3-5. Walker tells WWD:
“The campaign is about optimism and playfulness. The idea was always for [the collections] to be presented as bookends. The first campaign, that Ari [Seth Cohen] shot in New York, was based on eternal optimism — the bookend to that brings in the kids’ open-eyed, playful point of view.”
As for the challenge of shooting with children, she says:
“You have to go with the flow with kids as they kind of do their own thing. We didn’t ask them to do anything specific, we wanted them just to be themselves — we were simply there to capture it.”
The collection–which launches September 5th–will range in price from $330 to $350.
For those of you unsettled by images of 4-year-olds in extremely expensive sunglasses (or just by the idea of child modeling in general)–don’t think! Look how cute the pictures are!