Independent eyewear brands continue to choose influential creative figures (creatives such as actors, writers and musicians), to endorse their products and bring them fresh recognition and credibility as purveyors of good taste. Beyond the mainstream, these partnerships can offer a more authentic and enduring form of endorsement, carefully aligned with the values and aspirations of the most discerning eyewear consumer
Eyewear brands in the independent sector are increasingly taking this very considered approach to celebrity endorsement, selecting personalities whose authenticity, values and cultural relevance create a genuine emotional connection while expressing a quieter aspirational vision of good taste. The faces in new campaigns by Linda Farrow (UK), Götti Switzerland and Kaleos (Spain) perfectly illustrate this direction (although there are many other examples in 2026), placing focus on well-known individuals with interesting personal stories or career paths and a believable connection with the collection and products themselves.
In fashion, the right creative partnership can elevate a collection and bring it attention from new connections and important audiences. This season, the UK’s luxury eyewear brand Linda Farrow has launched a campaign for their Iconic Collection – fronted by fashion icon Sarah Harris, the influential editor whose work has helped shape titles including British Vogue and, more recently, EE72. Known for her timeless aesthetic and discerning eye, Harris embodies the spirit of the collection, inspired by the luxury brand’s earliest models of the 1970s. The campaign illustrates her wearing the two new aviator silhouettes in the Edition, the Skye and the Taya. She describes the designs as “something that’s going to be in my wardrobe for the next 5, 10, 20 years.” She explains: “I’m excited to partner with Linda Farrow to celebrate the launch of the new Iconic Collection. Rooted in craftsmanship and designed with longevity in mind, these are pieces made to stay in your wardrobe for years, not just seasons — something that aligns perfectly with how I approach style.” Above: Sarah Harris for Linda Farrow – The Iconic Collection
Based on the idea that style is something deeply personal and unique to every individual, the new campaign by Götti encourages reflection on what style means, how it shapes identity, and influences everyday life. Through cinematic portraits, the project celebrates individuality while reaffirming Götti’s longstanding commitment to timeless design and personal expression.
The project centres on four Swiss protagonists from the worlds of film, architecture, photography, and music – actor and singer Carlos Leal, architect Jasmin Grego, photographer Kim Pham, and musician Luca – each of whom brings their own perspective on style, creativity, and identity. The company wanted their presence to “lend authenticity and timeless aesthetics”, underscoring the principle that style goes far beyond trends and fashion.
Shot by Swiss photographer Kostas Maros, this campaign employs a cinematic and painterly visual language characterized by soft lighting and dark tones. For the campaign, Kostas relied on the ALPA precision camera, which is manufactured in Switzerland. It is a medium-format camera primarily used for architectural photography. “I’ve been working with the Alpa for several years now, especially on personal artistic projects,” Kostas explained. “Most recently, I was honored at the 2026 Swiss Press Award for a portrait series of people swimming in the river Rhine, which I photographed with the ALPA. Until now, I had never used the ALPA for commercial work. It’s a very deliberate and slow way of working – the number of images produced is much lower, and the process becomes more focused and conscious. The campaign revolves around four personalities who engage with the theme of style. By featuring figures from the fields of art, architecture, photography, and music – all of whom share authentic and personal perspectives while embodying certain values – the campaign achieves a natural authenticity and a credible aesthetic.” www.gotti.ch
At Kaleos, the Spanish actor Javier Rey features in a campaign for the summer capsule, “Variations”. Their press release said: “With his natural magnetism and understated presence, Javier Rey embodies the spirit of the capsule with ease. He brings precision, restraint, and quiet confidence to a collection designed for those who understand that style is often shaped by the smallest decisions.” The frames in this line offer classic forms with refined shifts in proportion, finish and character. Matt and glossy acetates come together in a palette of tones that is elegant and “quietly bold.” www.kaleoscollection.com
This feature was written by Clodagh Norton. All rights reserved.
