Etnia Barcelona’s latest campaign challenges our ideas of perfection – “no approval, no permission, no apologies required”
Etnia BarcelonaEtnia, the Barcelona-based eyewear brand known for their colourful frames and art-inspired collections, have released their Autumn/Winter 2019 campaign, a celebration of the beauty of imperfections. Titled I’MPERFECT – stylised with the ‘perfect’ struck through – it seeks to challenge our ideas of perfection, “no approval, no permission, no apologies required”.
The campaign itself, photographed by Biel Capllonch, assembles models Liliya, Jordi, Kaine, Kokie, Pau, and Xueli who are described by the label as “imperfect models whose beauty doesn’t fit the conventional standards... People who have stories to tell.” The resulting series of portraits, where each of the models is captured in Etnia’s A/W19 collection amid blue skies, are accompanied by quotes – “my oddity, my identity,” says Barcelona-based Jordi; “I don’t think you can define perfection,” says Kaine from London.
An accompanying film captures the models in more candid manner: “We don’t stand for perfection,” says the ‘manifesto’ voiceover. “We stand for uniqueness, which means being imperfect. Aren’t we all? It’s when you stop looking for perfection that you find the truth within yourself. So raise your head, hold it high and own your identity.”
The collection itself – encompassing both opticals and sunglasses – also celebrates the idea of ‘imperfection’, with each of the natural acetate frames varying slightly in colour and texture from pair to pair, down to the artisanal production process undertaken. Aesthetically, the collection draws inspiration from the 1970s and the glam-rock icons who defined the era (think: metallics and glitter, bold shapes and vintage-inspired frames). “Glam was all about unique beauty,” say Etnia. “Not being afraid to stand out, the freedom to express or reinvent yourself every step of the way, celebrating and valuing individual personality.”
The new Etnia Barcelona collection is available online, the flagship store in Barcelona and various retailers worldwide.
