In a world driven by conformity, ic! berlin’s new Manifesto brand campaign celebrates authentic independence and precision craftsmanship. Since pioneering its screwless hinge in 1996, the brand has consistently challenged optical norms. In a landscape of fleeting trends, the campaign encourages consumers to rewrite the script.
Shot by Milanese photographer Jacopo Di Cera, the visuals embody purposeful individuality. Di Cera translates ic! berlin’s core design philosophy into a quiet, defiant cultural statement: true originality lies in how one navigates the world, not in changing who they are.
Built around the theme “Change the direction, not the destination,” the campaign reflects the brand’s DNA of screwless construction, technical innovation, and bold self-expression. Each frame is engineered for individuals who prioritize distinct character over imitation and excess.
The campaign highlights three key models: the Bacall and Rhenium sunglasses, and the Thilo optical frame. Paired imagery—combining contextual wide shots with detailed close-ups—draws immediate focus to the unique silhouette and construction of each piece.
Bacall
A sculpted acetate front meets a stainless-steel core in a technical cat-eye silhouette. Available in Maroon Matt / Shiny Graphite with Cassis lenses, Gray Smoke Matt / Bronze with Mahogany Brown lenses, and Black Matt / Rose Gold with Black to Gray gradient lenses, the frame delivers a subtle expression of modern luxury.
Thilo
Bold yet contemporary, the Thilo frame features ic! berlin’s innovative Horizontal Colour Split to soften its geometric structure. It offers a light, airy presence in Pearl/Chrome, while a mix of classic matte Black and new Shiny Black provides a subtle, tactile contrast.
Rhenium
This oversized pilot frame highlights luxurious faceted rings within a monochrome palette. Offered in Shiny Bronze with Cactus Fade lenses, Gun Metal Black, and Shiny Copper with Summer Haze Fade lenses, the classic style combines confident, effortless cool with refined detailing.
ic! berlin is distributed in Canada by Marcolin.
