MOVITRA Launches 2025 Campaign: Framing The Future
A new campaign entitled “Framing the Future” takes MOVITRA into Spring/Summer 2025 and a new phase in its design journey rooted in innovation, luxury, and technical avant-garde design. The campaign follows the mood of Fearless Innovators, the previous campaign release, developing a futuristic concept in a minimal studio setting with dramatic, atmospheric backdrops. Featuring both models and still life photography, as well as video, the new products in the Spring/Summer 2025 collection are highlighted against natural elements such as water and smoke, and projected abstract images of striking landscapes, water and ice – setting a scene that perfectly highlights the bold concepts of the frames themselves.
“This latest campaign uses new advanced technology and AI to create the most dramatic effect whilst putting our highly technical avant-garde products at centre stage. The Trinitas and Phaenomenon sunglass collections, launched at MIDO, are highlighted across this campaign….” Giuseppe Pizzuto – Creative Director and Co-Founder.
The Trinitas collection, part of the new Spring/Summer 2025 release shown at MIDO 2025, is presented in campaign and still-life imagery. Meaning ‘trinity’, ‘triad’, or ‘three’ that becomes one, the Trinitas collection by MOVITRA presents an extraordinary never-before-seen three-layer titanium frame construction, held together by visible screws and featuring a new adjustable temple. The middle layer of the temple features additional mounting points inside that allow for a very precise adjustment of the temple length. With three shapes – 01 – square, 02 – rectangular, 03 – oval – and a range of striking lens colours, these unique products set new standards in sunglass comfort and performance through their technical virtuosity and state-of-the-art titanium build.
The campaign also further highlights the Phaenomenon Titanium Mask Collection. One of its most successful sunglasses to date, Phaenomenon is a technical CNC machined titanium product with multiple features, including the brand’s signature titanium rotation system, ‘MOTUS’.
About MOVITRA
MOVITRA is the dualism between classic made-in-Italy traditions and the innovation of MOVITRA’s two founders. That dualism embodies all the design features of MOVITRA. The result is a collection with a strong personality. The design is a direct consequence of function and family.
Original link:https://www.opticaljournal.com/movitra-launches-2025-campaign-framing-the-future/