Vincent Cassel is the new face of French eyewear brand Vuarnet.
The French actor, best known to English-speaking audiences through his film performances in 2004 heist comedy Ocean's Twelve and 2010's critically acclaimed Black Swan, appears in the company's latest campaign, shot by photographer Marcel Hartmann in Rio de Janeiro.
In the first campaign image, Vincent is shown wearing a pair of plain black glasses with dark lenses, while casually glancing into the distance.
Vuarnet chief executive Lionel Giraud said that the 49-year-old star was a natural choice to represent the company, which was started by French opticians Roger Pouilloux and Joseph Hatchiguian in 1960 and marketed by downhill skier Jean Vuarnet, an Olympic gold medallist.
“He’s one of the few French actors that people know in the U.S. market,” Lionel told WWD of Vincent, adding, “He really represents the story we want to tell about the brand.”
The new campaign coincides with Vuarnet’s strategy to reintroduce its brand to the U.S. market and increase distribution, though they already have 300 stores which stock the brand.
