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Silhouette’s Titan Minimal Art frames are lightweight and rimless, without screws or hinges | |
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Hollywood actor Patrick Dempsey wears Titan Minimal Art frames |
Austrian eyewear specialist Silhouette has named Hollywood actor Patrick Dempsey as the new face of its Titan Minimal Art frames.
Introduced in 1999, Titan Minimal Art rimless frames have been used in outer space 35 times and have also toured the world with the Vienna Philharmonic Orchestra and with a number of VIPs.
Photographed by Peter Lindbergh, the new ad campaign was unveiled in early March 2013 at an event held during the MIDO trade fair in Milan, attended by The Moodie Report.
For Patrick Dempsey, the successful Hollywood actor and star of Grey’s Anatomy, design is good “when it is simple and functional, not forcing its way into the foreground.”
With the presentation of ‘Titan Minimal Art – The Icon’, Silhouette is launching a long-term campaign with the motto ‘An Icon for an Icon’. The theme revolves around icons that symbolically stand for living with innovation and lightness.
Arnold Schmied, co-owner and Chairman of Silhouette International, said: “Patrick Dempsey’s personality wins us over, and will certainly win over our fans as well. He has great presence without being intrusive, and is consistent in everything he does. So, Patrick Dempsey also embodies what Silhouette and ‘Titan Minimal Art – The Icon’ stand for, with complete authenticity.”
As an enthusiastic wearer of spectacles and sunglasses, Patrick Dempsey now has his own personally tailored pair.
Patrick Dempsey has two great passions: fast cars and juggling. The new Silhouette ad campaign shows him as a passionate motorist and as a talented juggler.
“It’s important to us to show Patrick Dempsey in situations in which he is being himself, not playing a role – and, of course, in which he is wearing spectacles or sunglasses,” said Silhouette Brand Director Christian Hafner, who also announced a continuation of the campaign with further icons.
The Silhouette campaign “An Icon for an Icon” with Patrick Dempsey will be seen nearly all over the world from March to October 2013.
*Read the full report, including an interview with the newly appointed Global Head of Travel Retail Joel Jelderks, in The Moodie Report print issue, published in April 2013.
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Silhouette’s new ‘An Icon for an Icon’ ad campaign shows Patrick Dempsey as a passionate car enthusiast in his tailored Titan Minimal Art sunglasses |
About Silhouette
Founded in 1964, Silhouette has become the leading brand worldwide for lightweight and premium quality eyewear. Manufactured in Austria with a high level of craftsmanship, an individual design style, using fine materials and the latest technologies, the brand is exported to 100 countries. In 1999, Silhouette revolutionised the eyewear market with its innovative 1.8g lightweight, rimless eyewear Titan Minimal Art, without screws or hinges. Silhouette eyewear has been worn by astronauts in space more than 35 times, has also toured the world with the Vienna Philharmonic Orchestra and with a number of VIPs from the worlds of entertainment, business and politics.
Visit www.silhouette.com
