In June, Sunglass Hut unveiled Own Your Moment, a bold global campaign that ushers in an exciting new era for the iconic retailer. This refreshed brand direction focuses on personal expression, fashion-forward experiences, and deeper emotional connection with customers.
“This campaign redefines how people connect with their sunglasses,” said Earl Kopeledi, Head of Marketing, Sunglass Hut South Africa. “It’s grounded in emotion and designed to empower. We are showing up in a way that’s personal, bold, and true to who our customers are.”
The campaign captures powerful moments of transformation through wearing sunglasses, finding courage before stepping on stage, shielding emotion during a tough goodbye, channeling inner strength before a big game, or adding the finishing touch to your look before a big date. Sunglasses become more than accessories. They don’t just change how you see the world; they change how the world sees you. This transformation is central to the campaign, illustrating how something as simple as a pair of shades can boost confidence and inspire bold self-expression.
Live across over 20 markets and 3,000 locations including South Africa, the United States, Europe, the Middle East and Australia, “Own Your Moment” comes alive through bespoke in‑store events, collaborations with leading tastemakers, and dynamic digital storytelling. With striking window installations and handpicked capsule collections, Own Your Moment is designed to feel elevated and personally relevant.
Product & Stores
The campaign spotlights seasonal styles from Ray-Ban, Oakley, Burberry, Prada, Versace, and other top fashion brands, exclusive to Sunglass Hut. In collaboration with GQ Magazine, Sunglass Hut brought this campaign to life with 12 of their ambassadors who shared their journey of bold self-expression, featuring sunglasses only available at Sunglass Hut.
Own Your Moment represents a shift in engaging customers, blending product, emotion, and innovation to build long-term brand relevance.
