Amr Saad: The 590 Family

Profound, inspiring, and expressive are the core values of Amr Saad, hence came the iconic design of 590. The classic 590 has drawn its inspiration from the 60s era of freedom of expression. After its first release, the 590 became a symbol of self expression. 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. Taking a leap forward with his 590 Family, with variety of shapes added to the classic round 590, drawing different expressions in one family. The unisex range features; handcrafted silver eyewear, one ring and a hand piece. Represented in different colors to represent different forms of expressions. All carrying the visual signature of Amr Saad’s classic 590.

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. A family of four, in which everyone expresses each piece and himself individually.

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, people were not deprived or abridged of their right to express. That’s why 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

The 590 Family

Models : Natália Dybich ; Ismail Thabet; Bothaina Maher; Mohamed Abdelfattah


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.


The 590 Family Collection

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