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OPSM is Australia’s biggest provider of premium designer eyewear. However, with growing range of cheaper, fast fashion competitor retailers, more and more customers were just using OPSM for prescriptions, and shopping for eyewear elsewhere.
To win back these customers and justify the added value of high quality, designer brand frames, we worked with American philosopher and political activist Dr. Cornel West to define what style means. We launched a campaign that made the link between how you see, and how you are seen: style is why.