MIDO 2022 | DIGITAL EDITION IS ONLINE
 
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A warm, unaffected visual style

January 20 2020



Believing in natural light and his trusted analogue Leica camera, the photographer Mark Borthwick is renowned for his warm, unaffected visual style. With an authentic approach and aesthetic that does without real styling or hair & make up, he has a modus operandi that fits with the truly personal aspect of Mykita design. 


For the 2020 campaign Mark captures a varied cast of individuals on location in a remote area of Portugal. The clean, minimalist imagery features wide open spaces and a neutral colour palette dominated by blue sky and tan earth interspersed with flashes of bright crimson fabric appearing throughout. The mixed group of characters are captured in a contemplative, dreamy mood. The glasses from the current collection play a natural role, underlining the expression of each compelling individual.




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WMido – World Weekly Wonder – is the editorial project of MIDO, the world's leading international Optics, Optometry, Ophthalmology exhibition. WMido is designed to give timely, comprehensive eyewear-related news, with a keen eye on the parallel worlds of fashion and design. The latest news, in-depth reports, interviews, and comments so that readers will not miss out on anything and can stay connected with the business world and the market.

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