Eyewear business Lenskart has launched a new line of Korean style-inspired glasses for its brand Lenskart Studio. The business has used AI to create a fictional K-Pop band to promote the new ‘K-Pop Collection’ and connect with Gen Z shoppers.
“While the eyewear from this collection steals the show, Lenskart also mesmerises India with the innovative launch campaign of this collection, one that blends the captivating world of K-Pop with cutting-edge AI technology,” announced the brand in a press release in August 23. “Introducing an industry-first collection campaign, Lenskart presents us the visionary world of Astro Iris – a virtual K-Pop band, developed entirely through Artificial Intelligence.”
The collection has a modern, androgynous aesthetic and mixes thick rim styles with slender, metal shapes. Tined lenses add a youthful, fashion forward touch and the gender neutral line is modelled by an AI cast of popstars. The collection is priced from Rs 3,000 and retails from a dedicated segment on Lenskart’s direct to customer e-commerce store as well as in select brick-and-mortar stores across India.
The collection is designed to highlight Lenskart’s place in youth culture and its commitment to different subcultures, according to the business. K-Pop has grown in popularity in India in recent years and, with its rise, has come a wealth of business opportunities.
Lenskart launched in 2010 and today counts 2,000 brick-and-mortar stores across India, Singapore, Japan, Thailand, Taiwan, and the Middle East. The business has recorded over 40 million app downloads and it works with approximately 500 home eye test representatives.
Copyright © 2023 FashionNetwork.com All rights reserved.
