As the concerns of the decade grow to the planetary scale, this season we’ve designed a collection of that most cosmic of prosthetics: sunglasses. Shades have always performed a double duty, the simultaneous management of solar and sartorial concerns requiring a high-performance piece of wearable technology. As 2030 approaches, the environment in which they’re worn continues to morph, demanding new layers of utility from even the most fetching frames. The ecological and the enigmatic, the technical and the trendy, the cosmetic and the cosmic seem now to be more entangled than ever. Battery level is the new tan; biome is brand; and CPU? We love to see it. It’s no surprise, then, that the sunglasses we’ve designed for the 2030s unreservedly take on this new terrain. Never before has UV looked so QT.
In designing for a decade still to come, we’ve had to operate on a speculative brief for our would-be shoppers. How will their needs and appetites transform between now and 2030? We’ve consulted today’s oracular intelligence — bots, trend forecasters, and mercenary futurists — to get a clear picture of our prospective consumer. And what have we found? Existential uncertainty produces a new aesthetic: anxiety takes command. Placebo and the acerbic become mood-board mainstays. Utility is cute, but make it fashion.