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Campaign | April 14, 2020

Vava – Machines are art

Vava gives us their idea of a future where man is in control of the technological world, and it expresses the antithesis between acceleration and rest

words Editorial Staff

A huge industrial space, the predominance of primary colours and human beings standing like statues… Everything seems to be off, but at the same time everything transmits great energy in the powerful message of the new Vava ad campaign. The Portuguese brand gives us their idea of a future where man is in control of the technological world, and it expresses the antithesis between acceleration and rest. In this minimalistic imagery governed by genderless and ageless aesthetics, Vava’s eyewear embodies deceleration, purism and metaphysics. The protection conferred by the frames against a hostile environment (pollution, dust, UV, etc.) is not merely physical but also spiritual, allowing a certain dose of asceticism and renunciation. Nowadays, protecting the planet is everyone’s responsibility, and with their designs, Vava is committed to creating environmentally conscious luxury eyewear for a better future: a world of high-tech solutions that leverages all the possibilities of technology in order to make zero waste and environmental consciousness possible. A post-industrial world of techno-craftsmanship is waiting for you.

Vava is very much inspired by machinery and art. The brandbelieves the Bauhaus was the real foundation to simple design used to its full potential. The simple shapes are the square, rectangle, circle and triangle. These are the basic forms that are used as the foundation of Vava designs. Much of the man-made world is composed of these shapes. In the last weeks, the virus outbreak has shut down the world and so Vava invites everyone to create valuable contentbecause it’s important to keep proactive until the storm passes. Social media can prove useful at a time when most people are isolated.