Unleash your inner chi

The Chi in Chimi

Season 4 - Core Collection

On the 3rd of May, CHIMI released their latest campaign, “Chi in Chimi” with Stockholm-native, Elsa Hosk as the face, elevating energy within the core collection.



Shop the core collection

“It’s so exciting to be the face of CHIMI’s new campaign. I love to collect sunglasses, and since CHIMI is a Swedish brand, it felt like a natural pairing! It was incredibly fun to shoot and I’m in love with the result” says Elsa Hosk

Based on the Chinese word ‘Chi’, the campaign focuses on the circulatory presence of the universe’s natural energy. Utilizing the flow of one’s inner self, the shades radiate colourful expression, which is visible in the campaign. With CHIMI it´s easy to choose shades. The core collection is the classic range with eight models in ten different colors and with three different lenses (Clear, Mirror and Black Lens).

Together with CHIMI, Elsa recorded a campaign film for “Chi in Chimi”, which depicts the release of her inner “Chi” – a boundless energy that has been a part of the company’s vision since day one.

The film and its concept is supported by the track ‘Craftmanship’, rewritten for the campaign by award-winning Swedish rapper, Muwana.

Photographed by: Rami Hanna, Styled by: Hanna MW, Make up by: Sara Denman Director: Jonas Löhr, Production by: Ninties Studio