Dutch eyewear brand Ace & Tate released a magazine containing travel guides to a number of world cities.
Fashion brands are increasingly moving beyond selling products, and marketing themselves lifestyle brands. With that in mind, Ace & Tate produced a series of guides to New York, Los Angeles, Barcelona, Milan, Helsinki, Lucca, Moscow and Tokyo, which also serve as look-books for their sunglasses.
The magazine, simply named &, is the first the brand has published. It focuses on fashion and aesthetics, with photo essays and style guides, and the travel tips are provided by Ace & Tate’s creative collaborators. Alongside popular world cities like New York and Los Angeles, the off-the-beaten track ethos takes Ace & Tate to less-visited cities such as Helsinki and Lucca, Italy, targeting fashion-conscious millennials who want to do something out of the ordinary.
While the magazine is ultimately aimed at driving sales of Ace & Tate frames, it does provide a valuable resource for trendsetters who want to be ahead of the curve in the destinations they choose to visit, or find the hottest new spots in well-known destinations.
Millennials are often more concerned with finding unique restaurants, galleries and travel experiences than visiting traditional tourist sites. Companies like Ace & Tate are attempting to capitalize on this interest in order to position themselves as a lifestyle brand, but ultimately they want to sell more sunglasses.
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