SS24 Collection Launch

Dreamville, the first chapter of Evewear's Summer of Dreams campaign, was built around a fictional town where it's always summer and the living is always easy. Heavily inspired by 60s California surf rock aesthetics, such as those portrayed by the Beach Boys and Jan and Dean, the collection introduced two styles made for carefree days in the sun. The lookbook was shot in Malibu, where the Iris set came to life in a perfectly curated vintage summer scene. The Jane dress brought a softer energy while still capturing that relaxing feeling of an almost impossibly perfect day on the beach. The e-comm shoot leaned into suburban Americana with a rose-wrapped picket fence, fit for nosey neighbors and cookie-cutter houses. The video content was bright and joyful, drawing again from the vintage California surf scene and capturing the model playing freely on the beach. The full campaign rollout introduced customers to the world of Dreamville itself — a postcard, street signs, and billboards that made Dreamville feel like somewhere you could actually visit, because the best summers always feel like a place you never want to leave. Welcome to Dreamville — the full collection is below.