Shades of Genius: How HAWKERS x Turizo Turned a Scandal into a Style Statement

Shades of Genius: How HAWKERS x Turizo Turned a Scandal into a Style Statement
Sourced Photo

For HAWKERS, there’s no such thing as bad publicity. In this era of viral marketing, brands must break away from conventional approaches to stand out. HAWKERS, the iconic sunglasses brand hailing from Spain, is no exception. Their latest marketing campaign featuring Colombian popstar Manuel Turizo created a stir both on social media and in the streets of Miami.

The brand took a daring marketing leap to unveil HAWKERS’s new capsule collection in collaboration with Turizo. Turizo strutted through the Miami streets wearing nothing but a pair of HAWKERS sunglasses, leaving paparazzi and fans buzzing. The scandalous photos of Turizo quickly caught the attention of content creators like Pattypopculture, Hannah Kosh, Michelle Lopez, and Nuha El-Quesny, who shared the news with their followers. The campaign amassed over 4.5 million views. 

Turzio’s foray into the fashion world proved successful as the collection highlight, the Limited Lash style, sold out within only 24 hours in the U.S. The collection showcased Turizo’s intrinsic passion and creativity, with every style reflecting his taste and personal style. His ambition to provide an unparalleled range of standout eyewear that perfectly captures his essence was eminent and clearly resonated with his fans.   

Shades of Genius: How HAWKERS x Turizo Turned a Scandal into a Style Statement
Sourced Photo

The campaign was teased by a cheeky video shedding light on Turizo’s run through the Miami streets. In the video, Turizo is shown slipping out of a woman’s house in the morning, forced to run from her dog, wearing nothing but a pair of HAWKERS sunglasses. As he dashes past, bystanders wearing HAWKERS glasses look in shock at his revealing sprint.

Turizo is well known across Latin America and the United States for his hit single, “Una Lady Como Tu.” The music video has over 1.4 billion views on YouTube, and the song has over 235 million streams on Spotify. His debut album, ADN, peaked at number eight on the Billboard Hot Latin Albums Chart. His collaboration with HAWKERS was a natural partnership, as the brand frequently collaborates with Latin American stars. 

HAWKERS has truly mastered the art of turning scandal into style. By teaming up with Manuel Turizo, they not only created a buzz but also showcased their fearless approach to marketing. Turizo’s popularity and charisma, combined with HAWKERS’ edgy designs, resulted in a collection that resonated with fans and sold out within 24 hours in the U.S. The scandalous campaign, highlighted by Turizo’s Miami escapade, was a bold move that paid off brilliantly. HAWKERS has once again demonstrated that they are not just a brand but a lifestyle choice for those who embrace audacity and individuality in their fashion choices. With their latest collection available online, HAWKERS continues to cater to fashion enthusiasts seeking statement sunglasses that reflect their unique personality.

The HAWKERS brand may not be for everyone, but that is a statement the company is willing to make. For daring fashion enthusiasts, HAWKERS is the go-to destination. The brand’s playful spirit is reflected in its latest collection, which you can now shop online. If you’re in search of sunglasses that make a statement, HAWKERS has you covered. 

(Ambassador)

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