National, 21st October: Break The Frame goes beyond traditional fashion advertising. The narrative centres on Kaos, a graffiti artist by night and an ordinary face in the crowd by day. His glasses aren’t just a style choice; they represent his duality, helping him seamlessly shift between his different personas.
This visual journey aligns with John Jacobs’ belief that eyewear is more than an accessory. For those who refuse to be defined by a single identity, each frame is a symbol of freedom and self-expression, designed to reflect the wearer’s multifaceted personality.
Ali Fazal, who brings his signature offbeat charm to the campaign, was quick to align with its tonality.
“What I love about ‘Break The Frame’ is how it celebrates rebellion—not the loud, in-your-face kind, but the quiet rebellion of just being yourself in a world that wants you to conform. It’s cool to be part of something that’s all about being authentic and not following the rulebook.”
The collection itself features bold shapes, vibrant colourways, and disruptive craftsmanship. Each frame is meticulously designed to make a statement, offering wearers the chance to showcase their multifaceted personalities. Whether it’s the artist, the traveller, or the disruptor inside, John Jacobs frames empower individuals to see the world through a rebellious lens.
Apeksha Gupta, CEO of John Jacobs, describes the campaign’s core message:
“Break The Frame is about identity, about breaking away from the stereotypes that society imposes on us. We want to celebrate individuals who aren’t afraid to embrace all aspects of their personality, even when it breaks convention. Ali was the perfect choice for this campaign because he embodies that quiet defiance. He’s never afraid to challenge norms, both in his craft and in life. That’s exactly the spirit of John Jacobs.”
In an industry that often feels repetitive, ‘Break The Frame’ is a bold invitation to step out, stand tall, and express your authentic self.
