• Campaign 2010
  • iF 2010 Award for MYKITA
  • LITE COLLECTION launched
  • MYKITA BLOG Launched
  • Berlin Fashionweek
  • New MYKITA Shop Vienna
  • Bernhard Willhelm AW Wom
  • Bernhard Willhelm AW Men
The 2010 Campaign MYKITA’s emotionally charged brand campaign was, for the second season, shot by photographer Mark Borthwick. With his warm, spontaneity infused work, the British-born artist is revered for his personal style of photography. Borthwick’s work is about the movement of the model, and the serendipity of accidental clutter is as important to his images as the products shown. The MYKITA 2010 campaign was shot at Borthwick’s house as well as in Prospect Park in Brooklyn with a Leica. The images feature friends and members of his family wearing MYKITA’s new eyewear collection, and were taken without any additional artificial lighting, make-up or styling.