The natural eyewear brand has redefined their DNA through a brand new campaign: Heimat – shot just a few steps away from Hoffmann’s historic luxury eyewear atelier
The campaign (launched for the opti show in Munich and Mido 2026) showcases Hoffmann Natural Eyewear against the natural setting of the Eifel region, where the eyewear maker, an innovator in natural handcrafted eyewear, has been located since its foundation in the 1970s. The new collection is rooted firmly in those years of experience, paired with a feel for the zeitgeist and sensitive dexterity – creating luxurious products in the most refined natural and sustainable materials such as buffalo horn. Above: handmade buffalo horn eyewear by Hoffmann Natural Eyewear – the brand is a standard-bearer in the luxury segment for handcrafted frames with a proven heritage
Hoffmann estimates that each of their luxurious designs in water buffalo horn undergoes around 280 single steps to create the final result. Known for their slim and sleek design quality, the frames feature a Triplex Horn® safety core for greater stability. Hoffmann is also rigorous about sourcing sustainable natural materials and only works with verifiable materials and primarily horn from the Asian water buffalo.
The new presentation – Heimat – was produced in collaboration with photographer Florian Renner (@florianrenner) and his crew, the renowned British stylist Tom O’Dell (@odellsstudios), the Hoffmann marketing team and art director Benjamin Brockhagen.
Hoffmann Natural Eyewear (by IVKO GMBH) exhibits at Mido in Hall 4, V17 Z18. Find out more about the new collection and campaign visit www.hoffmann-eyewear.com