The Moodie Davitt Report was on location this week in Milan as Kering Eyewear hosted a VIP event to launch Maui Jim’s Ekahi collection. The 1 February event, which welcomed 900 guests, saw the debut of Maui Jim’s refreshed brand identity.
As reported, Kering Eyewear completed the acquisition of Hawaiian eyewear brand Maui Jim in 2022.
The glamorous occasion was attended by Maui Jim Brand Ambassador Evan Mock, who stars in a new advertising campaign called ‘Color You Can Feel’. Mock is a Hawaiian actor, surfer and skater, best-known for his role in Gossip Girl. During the evening, Mock surprised guests by performing a special DJ set.
The event brought Hawaiian beaches and sunsets to Milan, inspired by Maui Jim’s tropical brand roots. The Ekahi collection, the first Maui Jim range to be designed and produced by Kering Eyewear, featured prominently across colourful pop-up spaces and podiums.
A surf shack doubled as a DJ booth and stood atop a mirrored dance floor, which mimicked ocean waves. Elsewhere, pockets of sandy beaches transported guests to Maui at sunset, while tropical plants and surfboards completed the Hawaiian theme.
Notably, the event highlighted the vibrancy of Maui Jim’s PolarizedPlus2 lenses via an interactive surfing game, where players could only see the simulator screen while wearing Maui Jim sunglasses. The simulator is inspired by ’80s arcades games and invited guests to challenge each other to a surf race on the waves.
The immersive retailtainment activity will be made available in selected Maui Jim retailers worldwide, and potentially in travel retail.
Kering Eyewear President and CEO Roberto Vedovotto commented: “We are thrilled to present Collection Ekahi tonight with Evan Mock and those who have joined us to celebrate this special moment. This evening is all about colour, style and innovation, an unforgettable chapter in the history of Maui Jim and Kering Eyewear.”
The event was also attended by Maui Jim Brand Ambassadors, including surfers Kyllian Guerin, Maud Le Car and Giulia Calcaterra, and influencers Ignazio Moser, Yousef Alsudais and Bogdan Gnatovich.
The Ekahi collection features a selection of colourful frames and youthful, unisex silhouettes that all feature Maui Jim’s PolarizedPlus2 lenses. The lenses protect the eyes from intense glare and harmful UV rays, while simultaneously enhancing colours.
Maui Jim was founded in 1987 and is known for its distinctive Hawaiian heritage and use of innovative eyewear technologies. It offers a wide assortment of broad spectrum high-quality sunglasses and optical frames.
Color You Can Feel
As reported, the Color You Can Feel campaign marks a pivotal moment for Maui Jim as it continues to refresh its brand image and expand its global reach to engage a new generation of consumers.
It takes viewers on an immersive journey through colour and emotion, showcasing a vibrant portrait series that captures the sights and feelings of wearing a pair of Maui Jim sunglasses. According to the brand, it is a celebration of its commitment to “pushing the boundaries of visual experience”.
The campaign stars Evan Mock alongside an authentic and diverse cast, representing the brand’s commitment to inclusivity and to catering to a wide spectrum of outdoor enthusiasts. ✈
