On May 15, Stockholm-based eyewear brand CHIMI unveiled its 2025 resort campaign titled “Summer Unfiltered.” The theme for this season is the seemingly paradoxical beauty of freedom — “making no plans is the plan.” Inspired by styles from the 1960s to the 1990s, the collection features retro-infused designs with soft silhouettes, bold character, and color palettes that evoke the hazy glow of summer.
Elsa Hosk Returns as CHIMI’s Muse
The campaign stars Swedish supermodel Elsa Hosk, marking a reunion with the brand six years after her appearance in one of CHIMI’s early campaigns in 2019. Hosk brings her signature energy and refined presence to the new collection, breathing fresh life into “Summer Unfiltered.”
The visuals for the campaign were shot entirely on iPhone by Pavel Golik in Los Angeles, with styling by Valeria Semushina. Scenes capture imperfect yet beautiful everyday moments — from spilled cereal to mid-splash poolside shots — celebrating the charm of unfiltered, spontaneous summer days.
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Timeless Style, Crafted with Sustainable Materials
The 2025 Summer Collection is built around two core materials: acetate and metal, combining sustainability with modern design. The acetate frames are crafted using Acetate Renew™, a sustainable material made from 42% bio-based content and 28% recycled plastic. This innovative material offers a luxurious finish while being environmentally conscious.
Meanwhile, the metal frames use certified high-grade stainless steel and Japanese titanium, providing a lightweight feel, exceptional durability, and a timeless aesthetic that stands the test of time.
CHIMI’s latest collection reflects the beauty found in unpredictability and the importance of staying true to oneself. With an effortlessly free-spirited vibe and a strong sense of character, these new designs are set to become the perfect travel companion for a summer that defies expectations.
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