SVENSK SOMMAR | Vasuma Eyewear

Svensk Sommar is a love letter to the hazy dreams and clichés of the north. From the social chaos of the veranda to the quiet stillness of the cliffs. This is our summer. Honest, raw, and just a bit sarcastic.

After months of shadows and anticipation, we finally step into the light. Svensk Sommar is Vasuma’s love letter to the hazy dreams, the worn-out clichés, and that singular atmosphere that only exists when the sun refuses to set. It is a collection inspired by nostalgia and sharp glare, captured exactly as it is: joyful yet melancholic, calm yet intense.

Our campaign takes you through three distinct chapters. It is a portrayal of the Swedish summer where we let our latest sunglasses mirror the season. We wanted to embrace the clichés and the stereotypes with a wink and a bit of sarcasm, showing an honest and unpolished side of our favorite season.

THE LUNCH

The journey begins at the messy lunch table on the veranda. This is where nostalgia and attitude clash in a mix of laughter and flavors. It’s the sound of an accordion in the background, the scent of dill-covered potatoes, and the classic presence of pickled herring and schnapps. We gather here, talking over one another, bathing in the harsh midday light. The Lunch is the heart of the season: unpolished, loud, and perfectly real.

Capturing the unpolished energy of the typical Swedish lunch table at summertime: where the sun is as sharp as the attitude and the glasses are never empty.

THE MEADOW

As the tempo slows, we find our way to the fields. A simple blanket on the grass and the freedom of doing absolutely nothing. We recharge with strawberries, grapes, and the kind of conversations that only happen when time stands still. The Meadow is the summer’s breathing room, a playful pause between the trees where the sunlight filters through the leaves, leaving everything in a soft, warm glow.

THE CLIFFS

The day ends where the granite meets the sea. Leaving the noise behind, we move toward the cliffs to breathe in the salt air. There is no more static here, only the infinite horizon and the sun-warmed stone against our skin. This is where we land, looking out over the blue, letting the summer sink in. As the sun finally touches the waterline, this is where we find total stillness.