Sweden – New luxury eyewear brand Oh My Eyes is built on the concept of collaboration. For each collection a new designer will use their background specialism to re-imagine eyewear design. The first range includes six unisex glasses developed by Italian eyewear designer Marco Galleani.
The Swedish brand aims to challenge the popularity of conventional Scandinavian minimalism by employing references from other design fields to reflect Scandinavian modernism. ‘Being Swedish, we know that Scandinavian fashion is often associated with minimalism and straight silhouettes,’ Jonna Dagliden Hunt, co-founder of Oh My Eyes, tells LS:N Global. ‘But when doing research we found amazing references from Scandinavian modernism, in particular architecture, furniture design, glassware and ceramics.’
Alongside the importance of quality design, Oh My Eyes has an inclusive target audience, stating that it is focused on everyone from young urban creatives to Flat-Agers. ‘In our network in Sweden we have lots of cool 50+ friends who share our interests. They love travelling, food and fashion,’ says Dagliden Hunt.