AWD released a new campaign that introduces the brand’s debut eyewear collection through a sharply defined visual approach. Shot by fashion photographer Pablo Costanzo, the campaign sets a clear tone for AWD, using portrait-driven imagery to place the frames in direct dialogue with the people who wear them. The photographs focus on form, surface, and presence, allowing the eyewear to register through proximity and expression.
EYEWEAR
The campaign features Faith Hartwigg, Leona Naomi Wong, Brandon Wong, Nyawech, and James Woods. In charge of creative direction and styling was Lvteef. With beauty from hair stylist Antoine Martinez, and makeup artist Aime Ramirez.
This campaign follows AWD’s first retail pop-up in Los Angeles last November. Founder and Creative Director Dennis Haynes continues to develop the brand through tightly defined product releases and visual communication. Haynes approaches eyewear as a design object shaped by identity and visibility, with an emphasis on strong silhouettes and material quality at reachable price points.
AWD’s debut collection includes four styles: ORA, ORIJIN, ROEG, and ULTRE. The collection features eight colorways and maintains a consistent design language across all frames. Each piece comes handcrafted in small batches using premium cellulose acetate, stainless steel hardware, and high-performance nylon lenses. The lenses provide full UVA and UVB protection. Prices range from $230 to $290 USD.
AWD defines itself as a design-forward eyewear brand built around unapologetic individuality. The label views eyewear as an extension of personal style, shaped by confidence and self-definition. Drawing from high-fashion references and underground culture, AWD develops frames that resist familiarity while remaining wearable.
