For Art's SAKE
FOR ART’S SAKE launches their AW18 (see now buy now) collection of sunglasses with their fun, quirky, and eclectic graduating class: the Class of FAS. The campaign takes the idea of high school cliques and clichés and uses it as a way to explore the different elements of the IMPERFECTIONIST, which is a term For Art’s Sake created to describe creative,
adventurous people who are unafraid of looking imperfect in order to achieve something new. Consisting of eight personalities that represent the varied nature of the ‘Imperfectionist’, the Class of FAS campaign is a colourful, exaggerated, and tongue-incheek (but only slightly) celebration of young, creative people in today’s society.
The AW18 collection is For Art’s Sake’s fifth collection. In For Art’s Sake’s continued effort to push the boundaries of what eyewear can look like, the collection focusses on brand new colour-ways for translucent lenses, and design-led stainless steel frames with creative silhouettes. For this collection, the devil (or more accurately, the goddess) is in the details. In
one model, clam shells open on the side of the lenses to reveal miniature pearls, inspired by the iconic Boticelli painting, The Birth of Venus. In other styles, frames that overlap and extend beyond a single plane create a 3D silhouette, which mark this collection out as one of the most experimental yet. As always, each pair is lovingly handmade from the highest
quality materials.
Xiwen Zhang, Creative Director, said of the collection: ‘We want to go against the grain of the tiny sunglasses trend and continue to focus on producing what looks good. More than that, however, we want people to feel good. That’s why we coined the term ‘Imperfectionist’. We want people to wear our sunglasses according to their own style, look good, and feel good.’
The accompanying campaign introduces eight personalities of the Class of FAS: the Creator, Rule-Breaker, Procrastinator, Odd Ball, ‘Gives No Fucks’, Activist, Sneezer and the Good Girl Gone Bad. Each character is an exploration of For Art’s Sake’s term, the ‘IMPERFECTIONIST’, and reflects a mentality and lifestyle of creative freedom, fighting for positive change, and not following the rules. These are values that are close to For Art’s Sake’s heart. The term ‘IMPERFECTIONISM’ was coined by For Art’s Sake in 2017 and has become the founding message upon which every product, photoshoot and partnership develops. Imperfectionism is for everyone, after all. The collection will be available to purchase online on the 31st March, 2018, and will be stocked at premium retailers worldwide soon thereafter.
