Ultima × Fakoshima puts real eyewear in a generated future

Ultima Yandex Market and Fakoshima reworked three eyewear models. The collaboration uses mirrored nylon lenses, polished steel and Italian Mazzucchelli acetate. Creative director Evgeny Dyuzhakin identifies the campaign in his portfolio as a generative project incorporating real products.

The face becomes part of the material

In the reference image, pale hair, a silver collar and mirrored lenses share a cold palette. The glasses occupy much of the face, becoming the organising element of the portrait.

Dyuzhakin describes a future on other planets where technology merges with nature. The eyewear itself remains real. That distinction makes the project useful to examine: generation constructs a setting for an existing product rather than inventing the object being sold.