20/20 europe L.G.R presents SS26 models in new campaign

L’ispirazione per la campagna PE 2026 di Ballantyne nasce da un viaggio immaginario da Londra a Venezia, a bordo dell’Orient Express: simbolo di eleganza, scoperta e movimento. “Un percorso che riflette lo spirito del brand — in costante evoluzione — e la sua capacità di trasformare il proprio heritage in chiave attuale, aprendosi a nuove culture, età e geografie”, spiega il marchio.

Inspired by Jean-Luc Godard’s film Sympathy for the Devil, “The Session”, the new L.G.R Spring Summer 2026 campaign, is conceived and directed by internationally acclaimed American filmmaker Michael Haussman. The campaign offers a unique glimpse into a recording session – an intimate moment where cameras and lenses reveal the most authentic and productive side of the creative process. Precisely for this reason, it carries an almost magical allure: the first sketch of a song, the inevitable mistakes, the artist refining lyrics while seated on the studio floor alongside his band. The protagonist of the campaign is Iago Haussman, known artistically as The Spikes. Raised in a world immersed in cinema, music and visual storytelling, Iago is a singer, songwriter and poet who is deeply engaged in the American music scene, while maintaining a profound connection to Italy and to Rome, the city where he was born. It is precisely here that the campaign takes shape: inside a recording studio in the heart of Rome, where the singer is recording tracks for his upcoming album. The lens captures the creative moment in which songs come to life.

Egypt, Khartoum and Raffaello are among the SS26 models worn by The Spikes in the campaign. A collection defined by bold silhouettes and a strong sense of identity. Each frame is entirely handcrafted in Italy by expert artisans. The finest Italian acetate is sculpted and polished by hand, metal structures are meticulously finished, and every technical detail is engineered to ensure both functionality and durability. The lenses are made from tempered mineral glass, treated with oleophobic and hydrophobic coatings. The result is a product of true excellence and design. With the Spring Summer 2026 collection, L.G.R renews its commitment to a conscious, authentic and deeply contemporary design. A collection that celebrates the beauty of detail and the art of Italian craftsmanship, created for those who see eyewear not simply as an accessory, but as the lens through which to explore the world and express, just as The Spikes does, their creativity, in all its forms.

Read the full article: https://www.2020europe.com/l-g-r-announces-campaign-by-michael-haussman/