When frozen flowers inspire eyewear design
August 2018

Press release: Flowers captured and photographed in melting ice blocks led to new shapes and colors in Fleye's AW 2018/19 collection "Flowers of Denmark". Fleye is introducing 41 new frame designs in a wide color range.
 
Fleye Copenhagen creates eyewear with an appreciation of Scandinavian design and culture. Fleye’s campaigns are closely aligned with their Danish heritage featuring a modern twist. For their latest campaign, Fleye has found inspiration in Flora Danica - an iconic collection from the 18th century of all plants in the kingdom.

 
Creative process

Taking a fresh look at the subject, the design team has created their own floral portraits using flowers, trees, and shrubs often seen in the Danish nature. In order to set the right mood for a Winter campaign and bring more depth to the floral portraits themselves, the creatives decided to freeze flowers in ice blocks. The frozen water in the photographs enlarges and distorts the shape of the flowers, creating an interesting 3-dimensional effect.

“Our idea was to emphasize the plants and illustrate their intrinsic qualities, just like the iconic Flora Danica illustrations from the 1700s, only doing so from a very new perspective. In these still-life images, taken by photographer Ida Emilie Risager, lies the inspiration for the rich and dense frame colors as well as the structures and layerings in our newest eyewear. ” - Annette Estø, Head of Design

The captivating pictures led to deep frame colors, wild patterns and  bold yet light shapes on 41 new frame designs.