MOVITRA’S AUTUMN/WINTER 2024/25 CAMPAIGN: FEARLESS INNOVATORS

Fearless Innovators, the new Autumn/Winter 2024/25 campaign from the Italian brand MOVITRA, underscores the raison d’être of the high-tech, Italian luxury eyewear label, which has laid the foundations of its identity through a concise commitment to innovation in materials, design prowess and one-of-a-kind technically advanced production. A story of an extraordinary mentality of determination of the co-founders, whose bold steps towards redefining the design possibilities of eyewear has taken an extraordinary direction, is here reflected in a futuristic industrial space, with a powerful, memorable, individualistic mood. While the models express their own unique style and personality, the ambiance and styling of each shot pursue a vision of futurism against a striking landscape that immediately draws the attention in.

“This powerful new imagery represents very much where we are in our journey at MOVITRA and our forward-thinking positioning as innovators…it was not long ago that it seemed we were attempting to do something impossible… through sheer determination and perseverance, MOVITRA has become an eyewear reference of the technical avantgarde, with very particular core values where the 2 souls of the brand perfectly collide…” Giuseppe Pizzuto – Creative Director and Co-Founder

A testament to technical achievement: MOTUS

At Silmo, MOVITRA will release a series of new designs across its different product series which appear in the campaign imagery. All the optical and sunglass styles feature MOVITRA’s completely unique signature patented rotation system, newly named MOTUS.

MOTUS is an extraordinary example of innovation in eyewear construction, and the new name is designed to reflect the essence of the brand identity – literally ‘the movement’. Thanks to MOTUS, MOVITRA frames can rotate on themselves allowing the temples to fold on both sides of the frame. This action protects the lenses from accidental impact or scratches and the product becomes incredibly sleek and therefore perfectly easy to put away.

MOTUS is the innovative heart of MOVITRA eyewear, and representative of the pioneering, forward thinking spirit of the luxury Italian brand!