CHIMI 'takes the stand' in new SS26 campaign by Shadrinsky
CHIMI, the independent eyewear brand from Stockholm, has recruited Shadrinsky, the creative mind behind fashion’s most viral films, loved by Marc Jacobs, Jean Paul Gaultier and Mugler, for its SS26 campaign.
The Trial “puts performative culture on the stand” and sees a series of courtroom-style testimonies. Each film features a different witness speaking under oath. The case is never defined, but the target is clear: a culture shaped by performance over presence, polish over truth and approval over judgment.
Rather than positioning itself as an observer, CHIMI is implicated within the same system it reflects, acknowledging its role within a culture of performance.
The Trial features a group of individuals appearing as themselves, drawn from the European fashion, music and nightlife scene. The cast includes American pianist Precious Renee Tucker, French rapper Jwles, and creatives Sophia Alvarez and Molly Fredriksson, among others.
CHIMI’s SS26 collection sees the frames become part of the performance - tools for constructing identity.
The brand is known for its design-driven approach and cultural relevance at the intersection of fashion and function and operates retail stores in New York, Paris, Stockholm, Oslo, Cape Town and Gothenburg.
