VIU Eyewear
* framing London Characters

september 019

To celebrate the opening of the Swiss brand’s first UK store in London’s Soho, VIU collaborated with eight Londoners in the creative field to find out what defines and frames them as characters.

These characters include activists, tastemakers and creatives whose work is intrinsically linked to the city they call home.


>Kyle De´Volle<

Kyle De’Volle is a fashion designer, creative director and celebrity stylist who has made it his mission to continuously challenge restrictive gender norms […]

They deeply care for their causes, using their voice to make a real difference, not afraid to push boundaries and raise awareness of things that are often left unsaid.


>Munroe Bergdorf<

British Model Munroe Bergdorf is one of the most prominent trans rights activists in the world […]

VIU got to know what inspires and challenges them, and also explored their emotional connection with London. The resulting intimate portraits, captured by renowned photographer, artist and director Simon Frederick, are part of an integrated Communications and Marketing campaign across VIU’s brand communications, digital and social media platforms. The collaborators include transgender activist Munroe Bergdorf, mental health activist and one half of Rizzle Kicks, Jordan Stephens, and fashion stylist Kyle De’Volle.

Working with these creative mavericks and pioneers, VIU will take an equally unconventional approach to promoting the campaign, using flyposting at key London sights to make noise about what VIU stands for as a brand and showcase the creatives they have chosen to collaborate with.

images (c) Simon Frederick + VIU Eyewear