IRL SHOWROOM SS24

The IRL showroom in Paris, June 2024, the first time BRUT SHADES and the Pioneer sneakers were put in front of people who could pick them up.

That turns out to be the only test that matters. A render tells you what a thing looks like; a room tells you whether strangers reach for it, turn it over, and put it on without being asked. They did, repeatedly, and the photographs are mostly of that, hands on the sole, frames going straight onto faces, people photographing each other wearing them.

The studio's introduction to the Paris showroom circuit, and the reason the eyewear line kept going.