KHY 01.01

A new chapter for KHY.

A Fashionable eyewear line

Inspired by kylie Jenner x Meta Glasses Edition

01 — THE IDEA

A new perspective on KHY.

What if KHY introduced its first eyewear line through the nostalgic lens of early digital photography?

01.01 represents the beginning of something new — a new product, a new visual language, and a new way of seeing KHY.

The campaign introduces a digital-inspired world while keeping KHY's identity at its core: bold, effortless, youthful, and cool.

03 — ART DIRECTION

Shot through a digital lens.

The campaign takes inspiration from the imperfect quality of early digital photography — direct flash, low resolution, grain, noise, harsh light.

Keywords:

DIGITAL · RAW · FLASH · NOSTALGIC · IMPERFECT

03 — VISUAL LANGUAGE

Photography Direction

Digital camera aesthetic

Direct flash

Slightly blown-out highlights

Visible noise & grain

Low-resolution / compressed imagery

KHY 01.01

A digital archive of a new KHY chapter.

The final campaign feels like a collection of moments captured on a digital camera, imperfect, and distinctly KHY.

01.01 isn't just the launch of a new product.

It's the beginning of a new perspective.

04 THE PRODUCT

The glasses become the focal point.

The eyewear is photographed naturally within the campaign rather than treated like a traditional product shoot.

Close-ups, reflections, flash, silhouettes and candid portraits allow the glasses to become part of the attitude of the campaign.