AW25 DROPS WITH 12 NEW SHADES THAT MULTIPLY YOUR VISION & A SICK CAMPAIGN TO MAKE YOU LOVE IT!
Some brands play it safe. They deliver sunglasses that are “classic,” “timeless,” or worse, “minimalist.” MELLER is not one of those brands. Born in Barcelona, raised online in the viral chaos of the 2010s, MELLER thrives on irony, excess, and playful rebellion. Their AW25 campaign is proof: a surreal celebration of multiple perspectives, multiple shades, multiple heads. Because why settle for one pair when your alter-egos deserve their own?
The new season drops 12 designs that don’t whisper, they shout. Frames that skew oversized, angular, feline, alien. Lenses that come in yellows, olives, browns, oranges, not the polite tints of your parents’ Ray-Bans, but shades designed to make strangers look twice.
Highlights? The KENA, an oval aviator stretched into a novelty silhouette that feels half sci-fi, half Y2K. The TIBA, an unapologetic oversized cat-eye, made for anyone who wants to weaponize glamour. The ZUBA, a wraparound that channels chic futurism without leaning into sport cliché. Each one lands at £49, a deliberate refusal to gatekeep boldness behind luxury pricing.
The campaign’s visual language is simple: one head is not enough. In the world of MELLER, multiplying heads multiplies vision. The metaphor isn’t subtle, but subtlety is overrated. You want every angle, every perspective, every reality, and the brand dares you to step into that mindset. This is eyewear not as accessory but as attitude, a way to test-drive identities without apology.
And while MELLER goes hard on aesthetic experimentation, they also ground themselves in eco-logic. The collection is built with bio-based materials, a deliberate pivot away from petroleum-derived plastics that reduces energy use and CO2. The irony here works in their favor: maximalist design, minimal impact.
This year also marks MELLER’s expansion offline, with the opening of their first flagship store in Barcelona. It feels like a return to roots for a brand that cut its teeth in the digital economy: born viral, grown global, now anchoring itself in a physical space while still pushing sustainability as central, not optional.
AW25 is not a collection for the indecisive. It’s for those who want to be looked at, those who understand that a pair of shades can transform posture, confidence, and vibe in seconds. MELLER doesn’t want you to pick one. They want you to collect alter-egos, stack identities, and multiply perspectives until monotony cracks.
The message is blunt but liberating: don’t just wear sunglasses. Lose your head.
