Amr Saad: Reintroducing Iconic Eyewear
Profound, inspiring, and expressive are the core values of Amr Saad iconic eyewear, hence came the iconic design of 590. The classic 590 has drawn its inspiration from the 60s era of freedom of expression. Further, after its first release, the 590 became a symbol of self expression. Moreover, this iconic eyewear was worn and embraced by celebrities and public figures from different parts of the world.
For his latest Fall 2019 collection Amr Saad is reintroducing the iconic 590 model with a 590 family. Above all, taking a leap forward with his 590 Family, with the variety of shapes added to the classic round 590, drawing different expressions in one family. The unisex range features; handcrafted silver iconic eyewear, one ring and a hand piece. In addition, they are represented in different colors to represent different forms of expressions. Most importantly, all carrying the visual signature of Amr Saad’s classic 590.
The 590 Family Release
For the digital campaign of the 590 family, the brand offers a fresh point of view, embracing the uniqueness of humans, through family portraits inspired by the 60s. For instance, a family of four, in which everyone expresses each piece and himself individually.
In addition, through the use of vintage analogue camera, and Instamatic lenses, the brand was able to express the vintage nature of the shoot yet twisting it with a modern styling to encapsulate the nature of the design which combines both the past and the present. The 60s era was great because of the freedom of expression and the total acceptance of one another, despite the different aspects of identities. Moreover, people were not deprived or abridged of their right to express. For this reason Saad chose the family to be the perfect example to depict the assembly of different personalities in one entity.
Photography : Ahmed tarek @tarekjpeg
Videography : Cherine Shiha @cherineshiha
Styling : Lamia Rady @lamiarady
MUA : Dolly Yanny @dollyyanny
Models : Natália Dybich ; Ismail Thabet; Bothaina Maher;
THE 590 WILD
She might be unrestrained, crazy, or even enthusiastic — like someone who’s wild about cabaret music.
THE ICONIC 590
Classic means ‘high quality’. In particular, used to mean something that is valued because it has a traditional style.
The 590 HIPSTER
A hipster is someone that’s eager to learn, to see—and yes—even to do. Being a hipster means you’re part of a subculture. As a demographic, hipsters try to set themselves apart from culture as a whole, while simultaneously remaining within the culture.
THE 590 BOLD
Confident to the point of impudence.