Cairo-based brand Amr Saad launched in 2015 and has since seen regional support from millennials and Instagram It girls such as Lana El Sahely, Elisa Sednaoui, and Jessica Kahawaty, to name but a few. “It’s great when I see my sunglasses worn by different people, whether celebrities or not, and that they’re appreciated and recognized for their uniqueness,” the designer told Vogue Arabia earlier this season. Today, Vogue Arabia reveals the new Apollo 590 collection modeled by Carlota Sierra. The high summer campaign is called Summer Refraction, and was photographed by Amina Zaher and styled by Ahmed Sorour, makeup by Chanel Arif, with art direction by Ikon Chiba at Maison Pyramide. “I wanted to create a whimsical narrative while highlighting the unique new colors and the abstraction of refraction,” says Chiba. The shoot is as bold as the new shades themselves, with a shocking blue swimming pool giving it a hyperreal finish. It works.
Six new styles join the lineup of key pieces that are handcrafted by Saad himself in the label’s atelier. Expect a color-pop lineup of soft pink, tomboyish brown, steely gray, lavender, and sky blue, riffing on the designer’s earlier colored lenses that have proved to be so popular among the next generation (the 502 and 529 styles have a wait list). “The new colors are a reflection of the brand’s evolution into a fresher and more versatile direction,” says Saad. True to form, they will prove to be photogenic on social media channels across the Middle East.
The Apollo 590 collection is available online from mid-July 2017.