Tell your story with Divel

Your eyes express, your lenses reveal.

New Mido 2023 campaign!

Your eyes ex­press. Your lens­es re­veal. Tell your sto­ry with Di­v­el! Di­v­el pre­sents a new cam­paign for MIDO 2023.

The cam­paign is in­spired by a well-known Ital­ian ex­pres­sion, “gli oc­chi par­lano” (lit. “eyes speak”).

But of­ten peo­ple also ex­press a part of them­selves through the fash­ion ac­ces­so­ry of their eye­wear. These and oth­er fash­ion ac­ces­sories can re­veal our unique per­son­al­i­ty and re­flect our in­ner be­ing.

In the same way, Di­v­el’s unique­ly fun and col­or­ful lenses are more than just a com­po­nent of one’s eye­wear. They can ac­tu­al­ly show a bit of who we are as peo­ple, such that our eye­wear be­comes an in­te­gral part of our per­son­al­i­ty — an in­dis­pens­able ac­ces­so­ry used to tell our sto­ry to the world!

The main char­ac­ters of the Di­v­el cam­paign are six young peo­ple, each with their own unique per­son­al­i­ty: Tom, Eva, Al­ice, Elia, Gae and Az­zur­ra.

Each of these peo­ple has a dif­fer­ent pas­sion and a dif­fer­ent ca­reer, as ex­pressed by a spe­cif­ic Di­v­el Italia prod­uct.

Tom, for ex­am­ple, is a star­ry-eyed his­to­ry pro­fes­sion who loves rock mu­sic and every­thing vin­tage, so he wears avi­a­tor frames with Di­v­el’s Throw­back Bi­col­or lens­es, a new ad­di­tion to the com­pa­ny’s range of sun fil­ters for this year’s MIDO 2023.

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Throw­back is a col­lec­tion of sun fil­ters that is in­spired by the fash­ions of the 1970s and in­cludes the tra­di­tion­al bot­tle green of avi­a­tor glass­es, the jet black of a vin­tage type­writer, the to­bac­co brown of mid-cen­tu­ry mod­ern de­sign, and oth­er retro col­ors.

Eva is an in­fec­tious­ly bub­bly, pro­fes­sion­al bal­let dancer.

Eva is an eter­nal op­ti­mist, al­most al­ways in a good mood, and loves spend­ing time with her many friends. She likes to sleep in and, if she has an ear­ly-morn­ing ap­point­ment, she al­ways wears sun­glass­es and claims they help hide her se­crets.

She loves pro­tec­tive, large-frame eye­wear and Di­v­el’s Dark­pop lens­es, which add a touch of bold col­or to re­flect her out­go­ing per­son­al­i­ty. Dark­pop lens­es are an­oth­er new re­lease for MIDO 2023 and are an ex­pan­sion of the two-tone Bol­lipop col­lec­tion.

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The Dark­pop lens­es are unique in that hot pink, bright blue, and vi­brant or­ange and yel­low are paired with dark­er tones for an out-of-this-world look! The Eva cam­paign copy fea­tures the hash­tags #smarteyes and #en­er­gic­soul.

Al­ice likes the most col­or­ful col­lec­tion for this year’s MIDO: the Nineties! As the name im­plies, this col­lec­tion is in­spired by the rich, vi­brant col­ors and de­sign of the fab­u­lous 1990s.

The Nineties lens­es are great for any­one who loves high-tech and pop cul­ture and has a #so­cial­soul!

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Al­ice is an app de­vel­op­er, a mil­len­ni­al born be­fore there were cell phones but who lived through the tech boom and the rise of the in­ter­net. She’s smart and cu­ri­ous and keen to learn all that she can about the world around her. The Nineties col­lec­tion is per­fect for her, es­pe­cial­ly if paired with an­gu­lar frames!

Gae and Az­zur­ra, in turn, each sport an im­por­tant in­no­va­tion in cor­rec­tive lens­es.

Gae is a kind, sen­si­tive physi­cian, a gen­er­ous per­son who does what she can to pro­tect the en­vi­ron­ment.

She tries to be sus­tain­able in all that she does and does what­ev­er she can to com­bat cli­mate change.

Gae wears frames made of wood or oth­er nat­ur­al ma­te­ri­als with Di­v­el’s brand-new Gaia lens­es, a sus­tain­able line made from 82% palm oil.

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Gaia main­tains all the char­ac­ter­is­tics of a 1.74 in­dex lens and makes it pos­si­ble to use trans­par­ent, grad­u­at­ed lens­es in any type of frame.

The choice of us­ing eco-friend­ly ma­te­ri­als and of lead­ing a sus­tain­able lifestyle helps to pro­tect the plan­et against glob­al warm­ing and con­tributes to re­duc­ing CO2 emis­sions.

Az­zur­ra, though, wears the new Eterea pro­gres­sive lens­es.

Eterea lens­es are made with the help of soft­ware de­vel­oped by Opto+ that is used to adapt the lens de­sign to the frame se­lect­ed by the cus­tomer.

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The se­lec­tion of frames avail­able to a cus­tomer is of­ten lim­it­ed when us­ing pro­gres­sive lens­es giv­en that many shapes are not suit­ed to this type of lens.

As a re­sult, cus­tomers are of­ten un­able to choose the frames they like the best be­cause they would com­pro­mise the per­for­mance of their pro­gres­sive lens­es.

With Eterea, fash­ion choic­es are no longer lim­it­ed by the lens­es. With the Eterea soft­ware, the geom­e­try of a pro­gres­sive lens can be adapt­ed to even the most cre­ative frames with­out com­pro­mis­ing on vi­sion qual­i­ty.

As the star of Di­v­el’s MIDO 2023 cam­paign, Az­zur­ra needs the most unique frames, per­fect­ly suit­ed to the depth of her so­phis­ti­cat­ed per­son­al­i­ty.

Az­zur­ra is a kind, at­ten­tive psy­chol­o­gist. She is in touch with her own emo­tions and his high­ly em­path­ic. She loves to en­gage in deep con­ver­sa­tions and is a pa­tient lis­ten­er, al­ways see­ing to the needs of oth­ers with an open heart.

She loves mu­sic and wrap­ping her­self in melodies that per­fect­ly fit her mood, just like her Eterea lens­es.

Last but not least, we have a fash­ion col­lec­tion for Di­v­el Italia’s sun­glass­es di­vi­sion: Bright Dice.

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This col­lec­tion is a fa­vorite of Elia, a bril­liant en­gi­neer with a pierc­ing gaze.

Elia or­ga­nizes his life in cal­en­dar and to-do apps, which he up­dates and fol­lows metic­u­lous­ly. Elia loves go­ing to ex­hibits of con­tem­po­rary artists, takes a yoga class and med­i­tates when­ev­er he gets a chance.

He loves tour­ing Eu­ro­pean cities to ad­mire the con­tem­po­rary ar­chi­tec­ture and prefers the moun­tains to the beach be­cause the per­fec­tion of na­ture gives him in­ner peace. Elia al­most al­ways wears Bright Dice lens­es in round frames that show off the lens­es’ el­e­gant col­ors and so­phis­ti­cat­ed coat­ings.

The Bright Dice col­lec­tion is an ex­ten­sion of the Lo­go­ma­nia Evo­lu­tion line, a union of beau­ty and tech­ni­cal per­for­mance. The re­sult is a lens fea­tur­ing cube shapes in the up­per part of the lens that grad­u­al­ly fade away into the col­or be­low. The col­lec­tion is in­spired by the cube in a pat­tern that is wide­ly used in a va­ri­ety of con­texts and is easy to re­pro­duce. Avail­able in sol­id and gra­di­ent col­ors.

For all the news and in­no­va­tion at MIDO, make an ap­point­ment (or­dinivista@di­v­ for cor­rec­tive lens­es and sun@di­v­ for sun fil­ters) to come see us at Pav. 3 – Stand C01 D02!

Fol­low the cam­paign on our so­cial me­dia!

[The il­lus­tra­tions were made by the artist Arde­­te­gacre­ati­va; the pho­to­graph­ic shots from Bsa Stu­dio.]