News
Gamine
A step forward
Words Editorial Staff
24/01/2025
When Gamine sets out to create the kids' eyewear collection, the brand had one clear vision: breaking away from traditional rules
When Gamine New York set out to create the kids' eyewear collection, the brand had one clear vision: breaking away from traditional rules. The kids' collection carries the same NYC street style and attitude that turned the adult frames into cult favorites, expertly scaled down for the next generation of trendsetters. The brand recognized something fundamental about kids and style, that they don't need instructions. This philosophy comes to life in the debut campaign, which captures children in their most authentic moments. Instead of staged poses and forced smiles, Gamine New York chose to showcase real kids being themselves, wearing frames that complement their natural coolness. For this first campaign, the brand stepped back and let the young subjects take the lead, resulting in a series of perfect, unscripted moments that only children can create.