Their glasses don't reveal or conceal but invite us to choose our own view. Based on this fundamental premise, AF Reflect, the eyewear brand handcrafted in Italy by experienced artisans and led by creative director Andrea Pisano, now presents its new collection, Illusion. Having shaped a clear identity through collaborations and artistic direction, now it's time to present this new launch, which is not just a collection but a statement, as Andrea tells us in the interview you can read below. We speak with him about the concept that inspires Illusion, the idea that we all have something we keep hidden, how they invite the wearer to experience eyewear not just as an accessory but as a personal reflection, and how emotional honesty has become one of the fundamental values for the project.
"Another value that has grown stronger over time is intimacy. Whether it's with our collaborators, our community, or the people who wear our pieces, we care about creating a sense of connection," Pisano tells us when we delve into the AF Reflect universe and the cosmos in which they invite us to immerse ourselves with their new collection, Illusion, which reflects a deeper and more mature direction in their visual and artistic language and marks an important moment in how they define quality.
Andrea, it's always a pleasure to speak with you. How are you, and where are you responding to us from?
I'm well, and I'm currently in Berlin.
The last time we spoke was in November 2022, when you collaborated with Eva Al Desnudo on the EVA x AF Reflect release. How do you remember that moment?
I remember that moment very well. Collaborating with Eva, who is both a friend and an artist I deeply admire, was unforgettable.
Has everything changed much since then?
A lot has changed since then. We've been focusing more on creating truly artistic pieces. We've also been exploring new themes to evolve our style further. We feel that our vision has grown deeper and that our process is now more mature. Our team has evolved too, bringing new energy and ideas. On top of that, we've started working on different kinds of collaborations, which keeps things fresh and inspiring.
“We have a lot going on at the moment; we constantly work on bringing you the best experience, and we are always open to working with amazing creatives and new talents,” you told us in our last conversation three years ago. Which artists or profiles have you collaborated with since then, and how have they contributed to the brand?
Since then, we’ve had some really exciting collaborations. We've worked with artists like Bradley Sharpe and projects connected to the music world, such as NACHTS by Mischa Fanghaenel and Houghton Festival. We’ve also partnered with select stores; the most recent of these is Maxim The 34. Each collaboration has meaningfully contributed to our identity, bringing new energy and perspective. They've all been positive experiences, often culminating in events and installations developed together with our collaborators.
Your brand, AF Reflect, creates a fusion between your father's legacy and your passion and ideas, aimed at giving life to unique and timeless pieces. What stage would you say the project is at the moment?
I like to say, and truly believe, that we're always at the beginning. No matter how much we grow or evolve, we maintain a mindset of constant exploration, learning, and refinement. Currently, the project is developing a clear identity. This has been shaped by the collaborations and artistic direction, as well as the evolution of our team, including the ongoing contributions of my partners, Francesco and Massimo. My father's continued presence in the production side remains an essential part of what we’re building. There’s still a lot to explore.
You're now launching your new collection, Illusion. How long have you been working on it, and why is this launch so special for the brand?
We’ve been working on Illusion for almost a year now. It's a collection that shows a lot of progress for us. This launch is special because it reflects a deeper and more mature direction in our visual and artistic language. We've pushed ourselves further in terms of materials, construction, and storytelling. Each piece has a strong identity of its own but also fits within a larger narrative that reflects our view of the world through layers, contrast, and perception. This collection also marks an important moment in how we define quality in terms of both craftsmanship and the intention behind every detail. For us, Illusion is more than just a collection. It’s a statement.
“We all have something to hide, some dark place inside us,” we read in the manifesto accompanying this new collection you've just launched. Could you tell us more about the concept behind this project and its development process?
The concept behind Illusion comes from the idea that we all have something we keep hidden. There are parts of ourselves that we don't want the world to see, so we mask them with something brighter and more comforting. This collection explores the contrast between what is visible and what remains in the shadows. Rainbows became a central symbol for us. They are beautiful, but they are also an illusion; a trick of light that makes us believe something is there when it's not. We wanted each piece to carry that feeling of duality. The shapes, colours and materials were chosen to reflect the tension between reality and perception. The development process was a careful journey where we refined every detail, making sure each element aligned with the concept. More than just a collection, it's meant to be an experience that invites reflection and emotion.
You've led the creative direction for this new campaign and have collaborated with Gloria Cialfi and Milly Cope, among others. What was the shoot like, and what ideas or emotions did you want to convey with these images?
The shoot was a really special moment for us. Working with Gloria is always a very natural and powerful experience. Beyond our friendship, she has been part of the AF Reflect team for years and leads all our photographic direction. Honestly, I couldn’t ask for anyone better. With this campaign, we wanted the images to capture the essence of the Illusion concept. We explored the tension between what’s visible and what’s concealed, using light, shadow and body language to bring that duality to life. Milly and the team brought that vision to life seamlessly.
How many eyewear models make up this new collection? What's the common thread between them all?
The new collection includes three distinct designs, each available in several colour options. What ties them all together is the way they play with perception and reality. This is helped by the choice of colours, which are neither fully solid nor fully transparent, adding a unique depth and mystery. The wearer is invited to experience eyewear not just as an accessory but as a personal reflection, much like the idea behind Illusion.
If Illusion was a universe by itself, what would it be like? What would its inhabitants be like, what language would they speak, and what would they do?
Illusion is already a universe of its own, where nothing is quite what it seems and reality shifts depending on who's looking. It’s a place between clarity and distortion, shaped by perception more than truth. Its inhabitants don't speak in words but through glances, gestures and silence. It's a language you feel rather than hear. They move through Illusion with awareness, wearing layers not to hide but to reveal different sides of themselves. In this world, darkness isn't negative; it's simply another part of the story.
Quality, originality, loyalty, and inclusivity are some of the pillars on which AF Reflect is built. Are there any other characteristics that have become core values for the brand as it has established itself on the international creative scene?
Alongside those pillars, one value that has become central to AF Reflect is emotional honesty. We don’t create just to follow trends or to be seen. Each piece is designed with intention and often carries meaning that isn't immediately visible but reveals itself over time. Another value that has grown stronger over time is intimacy. Whether it's with our collaborators, our community, or the people who wear our pieces, we care about creating a sense of connection. AF Reflect started from something deeply personal, and we try to protect that feeling in everything we do.
Do you think brands should, now more than ever, explicitly take a stand on social and even political issues?
That’s a really important question. As a brand, we believe in being aware, responsible and human. However, we also believe that there’s a difference between speaking out just to be seen and taking meaningful action. We prefer to lead by example, demonstrating our values in everything we do: how we work, who we collaborate with, how we treat people, and what we choose to support.
And what can you tell us about AF Reflect's upcoming projects?
We have some exciting things in the works, but we’re not ready to reveal too much yet. We believe in letting ideas grow in the dark before bringing them to light.
Is there any creative you'd like to collaborate with next?
There are some amazing creatives we'd love to work with next. But revealing names now would spoil the fun. Let's just say good things are coming, quietly.
