Jimmy Fairly’s latest collection, “Summer Love,” arrives with the feeling of a vacation already slipping into memory. Fronted by Louis Baines and photographed in Mallorca, the campaign frames the moments that define the season long after it ends. The images move through late afternoons by the water, sun-bleached walls, salt on skin, and the amber light that turns ordinary scenes cinematic.
Jimmy Fairly “Summer Love” Campaign
The French eyewear label frames its second summer drop as a snapshot of a Mediterranean escape suspended somewhere between nostalgia and the present. That mood extends to the eyewear itself.
Across 11 new men’s styles, Jimmy Fairly draws from the colors of sunset and the natural textures of the coast, introducing dark tortoiseshell finishes, reds, terracotta hues, and desert caramel tones accented by gold metal details.
Frames such as The Headlight in yellow tortoise and The Napoli in dark tortoise pull from warm evening light, while slimmer metal styles like The Wave lean Riviera. The frames sit close to a larger idea, suggesting the summer romance, the half-finished paperback left on the towel, and the trip that grows better in memory with time.
Louis turns up on another Mediterranean coastline in Marc O’Polo’s summer 2026 beachwear campaign, this time running a shorts edit from gingham to fish print.
