Renowned for being bold within a predominantly conservative industry, Ace & Tate have introduced their AW24 collection through the amusing antics of an Amsterdam family, satirically highlighting the internet’s love for reality TV.
Each family member is named after a pair of glasses from the AW24 collection, reflecting the unique characteristics and personalities of Ace & Tate frames.
Who are the Tateman’s you ask? There’s Willem, the grandpa, eternally stylish and forever unbothered. The mother, Celeste, channels an elegant kookiness, inspired by the frame’s larger-than-life attitude. Yumi, the entrepreneurial daughter, is a true on-screen sensation – when she’s not glued to her phone. And in classic reality TV fashion, Yumi’s ex-boyfriend
Teddy thickens the plot with his magnetic charisma, effortlessly drawing all eyes on him. Meanwhile, her brother Billie exudes a cool, intelligent look (emphasis on look).
“With The Tatemans, we’re going back to our roots of creativity and fun in an industry that can be quite conservative in its approach to campaigns. This tongue-in-cheek, reality show-inspired campaign offers a fresh way to introduce our new collection and connect with both existing customers and those new to Ace & Tate.”
Mark de Lange, Founder of Ace & Tate
In addition to these five key styles, the characters will be wearing other frames from the new collection, which features a total of 10 new styles and 7 new colourways.
