Vuarnet further establishes its footing as La Maison de la Montagne Française by presentingits new ready-to-wear collection, carefully created under the creative direction of Boramy Viguier.
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The brand — renowned for its eyewear and usage of mineral lenses has presented itself during the Paris Fashion Week last June to exhibit its third campaign film since the brand’s relaunchin September 2021. Designed to display the Spring Summer 2023 collection, the film markedthis very medium as an ongoing Vuarnet staple.
Shot on location in a traditional chalet in the French mountains and lakes of Megève, the newcampaign Summer Heights, directed by Boramy Viguier, dec- orates the sacred values of the Alpsto add to Vuarnet’s earthly heritage.
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Much like the collection itself, the film too is a continuation of the preceding Fellowshipcampaign. Summer Heights opens with a distinct Hitchcockian atmosphere that winks at the intimaterelation suspense cinema holds with Vuarnet. The campaign follows 3 outlandish men arriving tothe mountains and coming upon a mysterious wooden house, only to discover a group of inhabitants blissfully relishing their summer in the mountains; each seducing the men to jointheir theatrics.
Through this film, Vuarnet takes on a more sensuous and flirty allure without letting go ofViguier’s essential mysticism. Doing so, above all, with an eye on the postcardy nature of the mountains, lending a sensuality to the brand’s visual narrative.
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The latest collection consists of both technical mountaineering clothing and more traditionalgarments made in France, produced with utility in mind. Vuarnet explores past silhouettes and materials yet made airier and crafted with a summery mindset, apparent in a motive to createtension between very light tech nylon shell and heavy organic cotton. The knitwear specifi- cally, remains made out of bio wool and cotton, celebrating artisan and local craftsmanship.
By heavily eyeing “chasseurs alpins” — the elite mountain infantry force of the French Army — a uniform design is realised ever-reminiscent of the six- ties, a time where the brand knowsits origins. Boramy Viguier thus under- lines the fact that Vuarnet’s history spans several decades,always with a murmur of spirituality and surrealism lingering.
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A completely new line of sunglasses joins the long-standing Vuarnet collec- tion which fullyembraces the brands mineral lens technology as fundamen- tal. Next to the mineral lenses,which are 100% natural and recyclable, the frames of the new sunglasses are consciously madeout of bio-acetate, bio nylon and the Adventure style is manufactured using 3D printingtechniques.
The new models, such as the Resort line, harken back to past eras. The Altitude line adopts amore contemporary and clean shape. Vuarnet’s emblematic Glacier style has been revised and reworked, now featuring glass side-shields instead of vegan leather ones, extending and furtheraestheticising the brand’s celebrated lenses.
© Vuarnet
Ph: Tim Evers
