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Sponsored video: Carrera’s Maverick reputation


NEWS
Filed by Lucire staff/November 4, 2016/3.38


A Lucire special promotion


Eyewear’s one of those categories where it’s hard to differentiate, and if you’re not licensing from a major fashion label, then you have to dig deep. Carrera, the Italian eyewear label, has done just that, hiring Academy Award-winning actor Jared Leto to be its face of its 2016 campaign—and going a step further, by positioning the brand as nonconformist.
   Mavericks is the result, where Leto, behind and in front of the camera, profiles three individuals who aren’t interested in conforming to the norm, or afraid to take chances in life.
   Kiptoe, an artist, used old mattresses as canvases; Danee Marmolejo is also an artist, but in parkour, and using his body as the medium, and singer–songwriter Siaira Shawn has a unique voice. Says Leto in the voiceover, these three do not give up, and ‘show us that the impossible is actually possible.’
   While relatively unknown, the three are perfect for Carrera as it seeks others who aspire to be like them—or at least admire their desire to take risks. In a society that can be conformist—even ones which say they aren’t, but wind up being in practice—such people are inspirational, and Carrera taps into it with its latest campaign.
   Leto says he connected to the campaign as such people have inspired his whole life, too.
   You could say that maverick bent has always been around at Carrera, which took its name from the gruelling Carrera Panamerica car race of the first half of the 1950s. That was a race for fearless drivers and co-drivers, taking on some of the roughest terrain in México.
   The Carrera Maverick collection, released during the company’s 60th anniversary this year, features an updated shape and a unique bridge construction. The frames are extra-thin and light.


Post sponsored by Carrera

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