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The Style Council teamed with lensman Steven Klein on Ray-ban’s Destination Everywhere campaign for Spring 2018. The campaign follows four teens on a stylish trek through the American heartland, tapping themes of rebellion, freedom, and adventure. As the teens tear through the open road, they trade sensual glances behind the label’s Marshall, Wayfarer Blaze, Aviator Evolve and Hexagonal shades.

Stylist Carine Roitfield incorporated countercultural motifs like leather jackets, combat boots, and heavy chainlink jewelry to illustrate the ad’s themes of freedom and rebellion. “It’s about freedom and letting go,” said Klein. “This campaign represents that no matter what hardships come your way, you can be an individual, go on your own path and experience fun, optimism, creativity, love… everybody’s looking for their own personal freedom.”

Sun-drenched, arid, and dripping with sexuality, the campaign’s stark backdrop divorces it from the bonds of society. A smart move which The Impression feels is a sign of things to come. Its barren landscape shifts our focus to the individuality of the four teens, and subconsciously signs the brand with freedom. The freedom of a summer in shades.

Agency | The Style Council
Photographer/Director | Steven Klein
Models | Austin Kellogg, Constanze Saemann
Stylist | Carine Roitfeld
Hair | Ward Stegerhoek
Makeup | Mark Carrasquillo
Casting Director | Evelien Joos
Production | Lola
Music | Spun and Spurn by St. Pe