Eyewear retailer BonLook is looking to set a trend with the launch of a new awareness campaign focused on its latest collection, “Fluid Careers.”

Both the campaign and the collection aim to introduce “a more fluid, androgynous and versatile” style that breaks away from the typical, gendered conventions in eyewear, according to BonLook’s director of brand management Emilie Boudreault Larochelle.

Core to the new campaign is the emphasis it places on the collection’s versatility – not only in the context of the individuals the glasses are made for, but also the situations and places where they can be worn.

“BonLook is known for its trendy styles,” Larochelle tells strategy. “This campaign caters to the needs of the modern consumer who seeks eyewear that seamlessly transitions between different contexts – work, school, leisure. It also promotes the variety within the collection in terms of styles, materials and colours.”

The brand worked with Montreal-based production company Sixteen Pads on the campaign, which Larochelle says is “meant to reach fashion-forward individuals across Canada who embrace individual and degendered styles.”

The campaign is running until the end of September across social, OLV, digital and with wild OOH postings specifically in the Montreal market.