27 September 2025  Fashion.at received this week the news of a collaboration that unites seriousness, wit, and style. It is a partnership that goes beyond surface trends: an eyewear label and a media house join forces to show how clarity can take shape in different ways. While one offers precision in design and craftsmanship, the other provides orientation through journalism that translates complex topics into accessible insights. Together, they make the idea of perspective tangible — both for the eye and for the mind. A magazine with a missionFounded in 1999, brand eins established itself as a German business magazine known for exploring complex economic and social issues with depth and precision. Beyond its monthly publication, the brand eins Medien AG operates in corporate publishing, organizes conferences and masterclasses, and runs the brand eins Academy – a platform designed for leadership peer groups. The magazine's guiding principle has always been to provide what it calls "klare Sicht" – clear vision – on topics that often seem opaque, helping readers to sharpen their perspective on business and society.An eyewear brand that shares the viewPartnering with an eyewear label may not appear as an obvious choice at first glance. But clarity of thought and clarity of vision are not so far apart. Swiss eyewear company VIU, founded in 2013, produces handcrafted optical glasses and sunglasses in Italian and Japanese manufactories. Known for minimalist design and transparent production processes, VIU has challenged traditional structures of the optical industry by offering quality and fair pricing through a direct-to-consumer model.When journalism and design meetIt is in this shared commitment to substance and reduction that the cooperation between brand eins and VIU finds its meaning. Together, the two partners have launched a capsule eyewear collection featuring models named The Simple and The Lucent. The names reflect the essence of the collaboration: just as journalism at its best provides clarity — explaining themes, topics, and connections in simple, comprehensible words — these frames embody the idea of clear vision and perspective. Both frames are produced from Acetate Renew, an innovative material, and are available as prescription glasses or sunglasses. The collection comes with a joint case featuring both logos – a subtle reminder that seeing and understanding often go hand in hand.Faces of the campaignThe collaboration is fronted by brand eins CEO Holger Volland and Olesia Zimmermann, head of marketing and communications. As campaign protagonists, they embody the message of the partnership: vision is not just about what meets the eye, but also about how we interpret and communicate the world around us. Journalistic media, too, must ensure that their content reaches readers effectively — a task supported by strong marketing and communication that makes clarity accessible.A cooperation between journalism and eyewear may sound unusual, but here it makes sense – two fields united by the value of perspective. The result is a collaboration with style and clarity, one that manages to bring a touch of lightness to serious matters. Image: Holger Volland and Olesia Zimmermann stand in front of a wall of editorial pages, representing the link between clear vision and clear communication. The VIU x brand eins collection will be available from October 23 in all VIU stores and online at shopviu.com. Photo: © VIU |