Silmo Preview: THE AVANTGUARD: bloom, grow, blossom…

THE AVANTGUARD will launch The Rewilding Sunglasses Collection in Paris this weekend, their 3-part ‘bloom, grow + blossom’ fashion range, made in Japan with a “sustainable approach” – the launch campaign has been created solely using AI

Emerging label, THE AVANTGUARD, founded by Faiza Seth, heads to Paris this week with a striking collection and new campaign, with imagery based on the powerful use of AI. The campaign presents the collection of 11 sunglass designs, made using recycled, bio-degradable and plant-based acetate exclusively. Above: the campaign for The Rewilding Collection is inspired by the  positive connection between nature and fashion – when working in harmony. All the frames are produced in bio-degradable, recycled or plant-based acetate: “we celebrate nature and our role within it, with zero environmental impact” THE AVANTGUARD

The sunglass styles in the Rewilding collection are related to flowers – model Neroli above in Golden Tort, Viva Magenta and Midnight Gloss

“I’m really proud of this collection because it shows that fashion can be beautiful, on-trend and good for the planet” Faiza Seth, Founder, THE AVANTGUARD

The collection includes the Neroli sunglasses style, an upswept and deliberately oversized cat’s eye design, produced in 8mm premium Italian acetate and handcrafted in Japan.

The Wildflower sunglasses in Viva Magenta

The Wildflower sunglasses (above) offer a hexagonal silhouette, designed for “the free spirited, independent thinker”. The colour story is interesting for this model, with a choice of tones from trendsetting Viva Magenta to a fun ‘patchwork effect’ matt tort.

The multiple details featured for all the sunglasses in the line have been curated with care and expertise, and include bespoke, triangular hinges and customised metal wire-core temples. The temple tips are laminated in a highlight colour and the inner temple tips feature lines laser etched onto the acetate to add grip. The EYE FOR CHANGE is also lasered etched and ink filled on the inside of selected frames.

About THE AVANTGUARD – the brand was founded by the London-based entrepreneur and philanthropist, Faiza Seth. Her vision is to create a beautiful sustainable collection that is both fashionable and accessible. Creating the collections in micro-batches (300 pieces per style) in Japan, the aim is to commit to minimising waste while maintaining high standards of production and design. Find out more at