It's impossible to talk about MOSCOT without thinking about the big screen, where its iconic frames have become worldwide famous, from Wonder Wheel to A Serious Man, from Paranoia to True Story. And also, LEMTOSH, the brand’s iconic model that has been the faithful companion of actors such as Johnny Depp, Jeff Goldblum, and actress Rooney Mara.
This year, on its 110th anniversary, MOSCOT not only celebrates its years of history, but reinterprets them with a campaign that combines artificial intelligence with traditional photography to recreate twelve decades of style, offering us a visual journey through time that encapsulates the evolution of the brand and the city where it was born: New York.
The campaign, led by photographer Julien Roubinet, generates a dialogue between the handmade and the digital. Over five months, the artificial intelligence generated hundreds of images that reconstruct the New York of each era, from the stone and brick-lined streets of the early 20th century to the era of excess on Wall Street in the 1980s, through the Roaring Twenties and the vibrant disco era of the 1970s.
But the most striking detail is the fusion of these images with the traditionally photographed eyewear that manages to blend seamlessly into these scenarios, keeping the essence of each model intact. MOSCOT frames help to tell the story of a city in constant transformation.
MOSCOT, throughout its 110 years, has survived wars, crises and passing fashions, and with this project they demonstrate that they not only manage to persist, but that they know how to reinvent themselves without losing their essence.
