Chanel comes up with designer eyewear collections regularly. Just on the heels of the Dolce & Gabbana Animalier 2011 Eyewear Collection for spring and summer, Chanel has released the Chanel’s Fall 2011 eyewear collection. The earlier collection was supported by an eye wear ad campaign and another campaign has been created for this collection as well.
The earlier ad campaign was shot with supermodel Naomi Campbell with a balmy Mediterranean backdrop. The campaign was photographed by Mert Alas and Marcus Piggott. But the ad campaign for the Fall collection has been shot by Karl Lagerfeld who has done innumerable campaigns for them and the renowned photographer has turned to one of Chanel’s most iconic fixtures, the chain.
Eyewear was once considered a purely functional item. It has now grown to become a high-fashion status symbol. The trend is evident from the fact Chanel has decided to invest significant marketing dollars in making the short films to be distributed around the world. The projected sales would definitely justify this kind of investment in an ad campaign.
Lagerfeld has employed a Chanel classic, their long time muse Claudia Schiffer for the new ad campaign. Eyewear is big business today and supermodels like Schiffer don’t need a vision impairment to adopt a pair of opticals. Apart from Chanel various other luxury houses are taking the eyewear business rather seriously and keep coming up with new collections for every season.
Lagerfeld has used the chain to reinterpret classic Chanel eyewear shapes aviators, square frames and cat-eyes. The cat’s eye as a shape has moved into the mainstream. The chains are woven with lambskin leather and come in muted Fall hues like wine, taupe and navy.