Beyond the trends: ic! Berlin challenges convention by launching its own Manifesto campaign

In a landscape dominated by trends, algorithms, and visual homologation, choosing to follow one's own direction has become an increasingly rare gesture. From this reflection comes Manifesto, the new campaign of ic! Berlin, the German brand, which for almost thirty years has made innovation and the unconventional approach its defining feature.

Interpreting its aesthetics is Jacopo Di Cera, an Italian photographer and digital artist, who, through an essential and contemporary perspective, translates the heart of the brand's philosophy into images: originality not as a search for eccentricity, but as an authentic expression of one's own identity.

The campaign concept revolves around the claim “Change the direction, not the destination”, an invitation to change perspective without losing your vision. A message that reflects the essence of ic! Berlin, which has always been committed to redefining the rules of eyewear through essential design, technological research and engineering precision.

The shots feature three iconic models from the brand: Bacall, a contemporary reinterpretation of cat-eye with a sophisticated character; Thilo, a geometric frame that combines rigor and lightness; and Rhenium, a pilot with bold proportions that recalls the timeless elegance of the great classics.

With Manifesto, ic! Berlin goes beyond the product and builds a story that talks about individuality, freedom of expression, and conscious choices. A mission statement that invites you to go your own way, even when it means going against the grain.

Live internationally since June 2026, the campaign develops through an integrated ecosystem of digital channels, retail, and brand communication touchpoints, amplifying its message on a global scale.