I Love Ugly x Bailey Nelson
Eyewear Collection
I Love Ugly and Bailey Nelson present their inaugural collaborative eyewear collection, fusing I Love Ugly’s position as an internationally recognised everyday premium menswear brand with Bailey Nelson’s innovative approach to contemporary eyewear.
 
Believe it or not, the inaugural I Love Ugly x Bailey Nelson eyewear collection came about by way of an impromptu conversation between an I Love Ugly Designer and Retail Staff at an Auckland Bailey Nelson store as he picked up his new optical frames back in Jan of 2018.
A few days later introductions were made via email, and before we knew it a framework for an eyewear collab was on paper, and flights to Sydney were booked. Probably the most streamlined collaboration pitch in collab history…
 
Fusing I Love Ugly’s position as an internationally recognised everyday premium menswear brand with Bailey Nelson’s innovative approach to contemporary eyecare, both brands approached this project with the aim of producing a uniquely diverse eyewear collection. A collection that pushed boundaries both visually and technically, ensuring the final product was of the highest quality, and made available at an affordable price - shared core values of
both brand’s.

The Rocco is the eyewear collection’s most adventurous style, presenting a futuristic take on flat top sunglasses synonymous with 90s popular culture. A sleek, streamlined frame the Rocco is cut from a premium Mazzucchelli acetate in three colourway options; Orange Tortoise, Matte Black and statement-making White.

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The Aston is inspired by the timeless sunglass styles of the 50s, beefed up with contemporary proportions and detailing. Similar to the Rocco, the Aston is crafted from premium Mazzucchelli acetate, an Italian heritage brand producing world-renowned acetate since 1849. Featuring custom tooled I Love Ugly "+" rivet detailing on frames and temples the Aston is available in three colourway options; Black, Butterscotch, and Crystal.

The Aston is inspired by the timeless sunglass styles of the 50s, beefed up with contemporary proportions and detailing. Similar to the Rocco, the Aston is crafted from premium Mazzucchelli acetate, an Italian heritage brand producing world-renowned acetate since 1849. Featuring custom tooled I Love Ugly "+" rivet detailing on frames and temples the Aston is available in three colourway options; Black, Butterscotch, and Crystal.

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The Enzo is designed for the detail-orientated, taking precedence from the elliptical optic styles of the 60s. Crafted from premium Japanese beta titanium, the Enzo offers a light, seamless-looking frame fit with flex spring hinges engineered for optimal functionality and fit. Available as a sunglass in Brushed Black and as an optic in both Brushed Black and Brushed Silver the Enzo is the collection’s most advanced style.

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Believe it or not, the inaugural I Love Ugly x Bailey Nelson eyewear collection came about by way of an impromptu conversation between an I Love Ugly Designer and Retail Staff at an Auckland Bailey Nelson store as he picked up his new optical frames back in Jan of 2018.

A few days later introductions were made via email, and before we knew it a framework for an eyewear collab was on paper, and flights to Sydney were booked. Probably the most streamlined collaboration pitch in collab history…

Conceptualising began in January of 2018. In April of 2018 I Love Ugly Creative Director Valentin Ozich and Designer Joe Levy flew to Sydney to meet with Bailey Nelson Head Designer Ryan Nix to review the first pre-production samples (pictured). This meeting was a pivotal moment of the project as each style was critiqued and refined, in fitting the project aim to produce a well-balanced, diverse eyewear collection. From frame sizing and proportion, construction detailing, acetate and titanium reviewing, to lens testing, every detail was carefully considered.

Packaging was then designed, with a collapsible triangular prism case conceptualised to offer multi-functionality (you can fold it down and put it in your pocket), while also having ILU Triangle Logo connotations…

Fast forward a few months and the final shipping samples arrived, bubble-wrap and all, to the ILU office in Auckland. To most this would symbolise the near-end of the project, but in our case, the project was only just beginning.

Believe it or not, the inaugural I Love Ugly x Bailey Nelson eyewear collection came about by way of an impromptu conversation between an I Love Ugly Designer and Retail Staff at an Auckland Bailey Nelson store as he picked up his new optical frames back in Jan of 2018.

A few days later introductions were made via email, and before we knew it a framework for an eyewear collab was on paper, and flights to Sydney were booked. Probably the most streamlined collaboration pitch in collab history…

Conceptualising began in January of 2018. In April of 2018 I Love Ugly Creative Director Valentin Ozich and Designer Joe Levy flew to Sydney to meet with Bailey Nelson Head Designer Ryan Nix to review the first pre-production samples (pictured). This meeting was a pivotal moment of the project as each style was critiqued and refined, in fitting the project aim to produce a well-balanced, diverse eyewear collection. From frame sizing and proportion, construction detailing, acetate and titanium reviewing, to lens testing, every detail was carefully considered.

Packaging was then designed, with a collapsible triangular prism case conceptualised to offer multi-functionality (you can fold it down and put it in your pocket), while also having ILU Triangle Logo connotations…

Fast forward a few months and the final shipping samples arrived, bubble-wrap and all, to the ILU office in Auckland. To most this would symbolise the near-end of the project, but in our case, the project was only just beginning.

Once the eyewear and packaging design process was complete attention turned to the marketing and creative direction for the eyewear collection’s creative content.

The art direction for the Studio Lookbook (pictured) centred on a bright, summer-inspired theme with a poppy mandarin backdrop contrasted by deep shadowing and bold stature. The aim here was to create a really unique lookbook that would offer a strong sense of visual cohesion and recognisability - essential in building a strong visual identity for the project and its hero content.

The Outdoor Editorial offered a complimentary content campaign, shot in and around some of I Love Ugly’s favourite spots in Auckland. Shot on Portra 160 film, this is I Love Ugly’s first campaign to be shot exclusively on film - somewhat of a scary exercise as there’s not a lot of margin for error, but an equally rewarding one.

Once the eyewear and packaging design process was complete attention turned to the marketing and creative direction for the eyewear collection’s creative content.

The art direction for the Studio Lookbook (pictured) centred on a bright, summer-inspired theme with a poppy mandarin backdrop contrasted by deep shadowing and bold stature. The aim here was to create a really unique lookbook that would offer a strong sense of visual cohesion and recognisability - essential in building a strong visual identity for the project and its hero content.

The Outdoor Editorial offered a complimentary content campaign, shot in and around some of I Love Ugly’s favourite spots in Auckland. Shot on Portra 160 film, this is I Love Ugly’s first campaign to be shot exclusively on film - somewhat of a scary exercise as there’s not a lot of margin for error, but an equally rewarding one.