ITALIA INDEPENDENT SS24 COLLECTION

Lapo Elkann - who has retained the role of Creative Director for the brand's new direction - together with the MODO team has taken up the models that have defined ITALIA INDEPENDENT's non-conformist style over the years, reinterpreting their DNA according to the MODO Eyewear style and introducing a series of brand new frames.

The collection is divided into eight sunglasses and nine optical models, for a total of one hundred and ten variants in which acetate is the predominant material, reinterpreted through sophisticated details and, in some cases, treated with a metal-effect finish that recalls the world of '90s racing yachts.

The colour palette draws inspiration from the wardrobe of Lapo Elkann, repeatedly defined as the "best dressed man in the world": the brightest shades such as Lapo Blue are flanked by bold fluorescent colours in transparent versions, as well as the more traditional greys and havana.

Among the most representative models for Spring/Summer 2024, directly from the ITALIA INDEPENDENT archive is Azzurro, a unisex model in velvet, denim and camouflage fabric, revisited in a contemporary key in terms of style and technical content.

Made in Italy remains a founding element of the brand, while MODO Eyewear's know-how is expressed in the collection through attention to detail, intrinsic quality and surprising lightness even in the most structured frames, thanks to the special faceted design that guarantees versatility and comfort, as well as giving the models an original and elegant style.

For the launch advertising campaign ITALIA INDEPENDENT has chosen to experiment with the world of Artificial Intelligence: in full compliance with the brand's philosophy, the images and the message are sure to make an impact, with the aim of striking the chords of the brand's most nostalgic followers and winning over the new generations.