Kering Eyewear Attracts Gen Z Audiences with 'Color You Can Feel'

With deep roots in Hawaii and a significant following in the US, Maui Jim – the latest brand added to Kering Eyewear portfolio – is on a transformative journey to emerge as a coveted accessory for the younger generation with a cool, edgy vibe. Together with its agency of record Media.Monks, the brand rolls out its new “Color You Can Feel” campaign aimed to outdoor enthusiasts, experience seekers, gen Z trendsetters, and ageless consumers with an attitude.

The brand's evolution includes a vibrant brand platform overhaul and the establishment of a fresh brand DNA. Central to this rejuvenation is a captivating new logo, eye-catching photography and Evan Mock as the talent trailblazer, embodying the essence of Hawaii with contemporary youthfulness and style.

In partnership with Media.Monks, Maui Jim unveils a global brand campaign, featuring eight models celebrating uniqueness and diversity in a 30’ video and a suite of stunning key visuals. Through their unique journeys across land and cityscapes, the sunglasses become the true protagonists for being the lens through which to see colour and beauty in our lives.

The visuals, crafted by the industry’s finest talents, the likes of British photographer Nick Riley Bentham for the visuals, and Paris-based film director and artist Neels Castillon for the video, set a new benchmark in this category. The campaign offers also exclusive backstage content, providing an insider view of the brand's ethos and essence.