MYKITA 2011
I thoroughly enjoyed leafing through the Mykita 2011 lookbook.
Far more than a simple presentation of the latest models, the Berlin-based eyewear label invites us to discover a carefully-crafted aesthetic vision in keeping with its values. I urge you to stop a moment to lean more about this deeply meaningful brand.
Mykita remains loyal to Mark Borthwick for the third consecutive year and the results are, once again, truly captivating. The renowned British photographer played a key role in revolutionizing the world of fashion photography in the 90’s through his collaborations with Purple, i-D and AnOther.
Borthwick’s work for Mykita recalls the avant-garde style that characterized his work for Comme des Garçons and Maison Martin Margiela.
Shot in Ibiza, the 2011 campaign draws its inspiration from the wild and rugged beauty of the landscape. Bathed in sunlight, the images echo the weightlessness and translucency of the « Sun » and « Lite » collections.
The « No 2 Duncan » model in particular stands out due to its simple design and clean lines : an indisputable hightlight of the collection.
The sporty feel of the « Lite Sun » collection is clearly influenced by cycling. I am particularly taken with the « Leif », whose 80’s style bridge adds a retro touch to an otherwise dynamnic ensemble.
Mykita distances itself from other eyewear competitors by experimenting right to the limits of its expertise. Beyond the rhythm of the different collections, Mykita often collaborates with renowned artists to superb effect.
A recent exemple is the very successful project with Berhard Willhelm, which demonstrates perfectly the malleability of Mylon, a material patented by the brand.
Mykita’s true strength lies in its feeling for both technical and aesthetic innovation, a point illustrated by the stunning models made for Alexandre Herchovitch’s SS11 runway show :
When thinking about Mykita, it would be an injustice to stop at the level of the final product, since the eyewear label advocates traditional working methods requiring considerable expertise and skill.
This year Mykita published a wonderful little book called « Faces » celebrating the talents of a whole host of different employees who work tirelessly to ensure that this exceptional brand continues to shine.
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Wham bam thank you, ma’am, my qtueisons are answered!