They told me to fit in. To play by the rules, follow the script. What to wear, what to say, who to be. But I’m not here to fit into boxes. I’m here to stand out, to shape my own frame.

Client Brief

FURIOSA is built on courage. Boldness, freedom, rebellion, living life on your own terms, and a claim that says it without hedging: they don’t sell accessories, they empower confidence.

Their campaigns say it loudly. F®CK IT is a long-running campaign against the expectations that tell women how to look, how to behave. And the task was to put that into a product. Not a campaign you scroll past, but an object someone wears every day.

Design

The starting point was the nineties silhouette, based on a market trend forecast. The nineties were a decade of subtraction: low, narrow, sharp frames that read as a detail on the face rather than taking the face over. 

The concept sits inside the construction. Lens keeps its own shape, so a gap opens between lens and rim, and on some models it sits right at the edge: a fraction more and the lens would float free. The drop stands proud of the front, the name runs edge to edge with no margin. And therefore the collection story is called “I don’t fit into boxes”.