Eckhaus Latta

Jun 2024

The Eckhaus Latta Pre-Fall 2024 sunglasses ad campaign serves as a masterclass in editorial minimalism, stripping back the noise to focus on the interplay between contemporary eyewear design and raw human texture. Captured by photographer Rob Kulisek, the campaign utilizes a tight, macro-heavy visual language that leans into the stark beauty of natural light to define its subjects. Featuring models Tony Ward and Tera Patrick, the imagery moves fluidly between high-key, studio-lit portraits set against clinical white backdrops and saturated, cinematic compositions framed by clear blue skies. By utilizing an unconventional, high-angle and low-angle perspective, the work feels both intimate and detached, drawing the viewer into the details of skin pores, subtle stubble, and intricate ink. Creative directors Mike Eckhaus and Zoe Latta eschew traditional product-heavy advertising in favor of a lifestyle-oriented approach, where the eyewear becomes an extension of the subject rather than a mere accessory. Techniques like high-contrast chiaroscuro lighting and crisp macro photography create a sense of tactile realism, grounding the futuristic, wrap-around frames in a lived-in, honest aesthetic. The result is a series of portraits that feel profoundly personal, prioritizing the intersection of identity and fashion while maintaining the clean, edgy, and provocative visual identity that Eckhaus Latta is known for across the global fashion industry.

Editorial, Commercial

Natural light, Natural light

Eyewear, Fashion