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Brands | February 23, 2018

Modo – Unmistakable lightness

Through its minimalistic and poetic approach, the Modo’s new SS18 campaign demonstrates that ‘less is more’, showing the uniqueness of each collection

words Emma Noir

‘Unmistakable Lightness’ is the claim of Modo’s new Spring/Summer advertising campaign. It embraces the entire company philosophy, heritage and purpose and underlines the lightness and the structure of its frames through the precise art of origami, in order to illustrate the uniqueness of each collection. Stripping everything down to its essential quality and achieving simplicity, thin pieces of paper are folded into different geometrical shapes depicting a harmonious composition of form, while verse is used to convey distinct qualities with an emotional and lyrical expression. The campaign inspiration comes from a longing for sunlight after a dark and cold winter, the sun features luminous light to illustrate the bliss of the season’s first sun, the gaze turns away from the ground and moves up toward the light. Thanks to its poetic and metaphoric yet always minimalistic approach, the new advertising campaign demonstrates that ‘less is more’. Once again Modo offers the purity of clean design with timeless pieces designed for the individual. ‘Unmistakable Lightness’ is inherent in the brand’s entire concept, including digital media.