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SS24 sun campaign

This year, our ‘Sun 24’ sunglasses campaign looks to capture the essence of Mumbai: its streets, its style, and the people themselves. Shot through the lens of creative director Kshitij Kankaria, the vitality of his home city is felt throughout. When asked about the inspiration behind his visuals, he explained, ‘When I dwelled into Vivienne Westwood’s vision as a brand and the principles behind their imagery, I immediately got reminded of the bustling quality of Mumbai’s streets.’

  • SS24 sun campaign
  • SS24 sun campaign

Kshitij’s sensibility for his subjects is felt through his work. There is an attention to detail as he captures the places and people who have inspired him through the years. ‘Most of the subjects are my friends with whom I spend my time in India,’ he shares. ‘They are brilliant creatives in their own rights – each with a personal style that stands out.’ His portraits reveal the energy of the ever-evolving Indian capital, which in the photographer’s own words, is facing ‘a cultural shift as a developing city.’ The result is a campaign that celebrates Mumbai’s colourful characters and their individualities.

The collection itself proposes timeless pieces, featuring broad strokes of colours and proportions; a design choice that was reflected throughout the shoot. Each sunglasses style unites heritage details with contemporary elements, counting exaggerated silhouettes or tinted lenses. Accordingly, Kshitij chose to echo the eclectic styles of Mumbai, capturing both its ‘modern and old school’ symbols; ‘An amalgamation unlike any other city in India.’