Every summer, the internet seems to hand us a new personality to dress up as. One minute it’s coastal grandma, then tomato girl, then suddenly everyone is supposed to be living in linen and carrying the same basket bag.
AWD isn’t buying it.
The design-forward eyewear brand has unveiled “AWD SUMMER,” its first seasonal campaign since launching in August 2025, and instead of telling us what summer should look like, it is asking us to figure that out for ourselves.
Shot by Callum Walker Hutchinson in Los Angeles, the campaign brings together a diverse cast across different generations, backgrounds and personal styles. There is no single summer uniform here, and that is very much the point.
At the centre of the campaign is AWD’s debut eyewear collection, with the frames treated as more than just the final accessory you throw on before leaving the house. They become part of the personality of each look, changing the way the wearer sees themselves just as much as how everyone else sees them.
And that feels particularly refreshing in a season where social media can make personal style feel like a checklist.
AWD’s approach is simple: you don’t need to dress like the internet told you to. You can take inspiration from whatever you want, mix references, ignore trends completely or create your own visual language altogether.
The campaign also reflects the brand’s wider design philosophy, pulling from high-fashion references and underground culture to create eyewear that feels bold, distinctive and deliberately personal.
Rather than giving us another list of pieces we supposedly need for the perfect summer wardrobe, AWD SUMMER gives us something considerably more useful: permission to do our own thing.
The campaign is set to become an annual series, returning each summer with the same focus on individuality, creativity and self-expression.
So, whether your summer involves beach days, city walks, rooftop dinners or absolutely none of the above, there’s no aesthetic you need to subscribe to.
Just put on your sunglasses and make it yours.
