ace & tate aw25 | serious about eyewear

Ace & Tate might have spent the last decade perfecting the art of effortless Amsterdam style, but for Autumn/Winter 25, they are finally admitting the truth: deep down, secretly, they are absolute nerds.

The brand’s new campaign, titled ‘Serious About Eyewear’, is a witty, self-aware confession of their obsessive attention to detail. While the end result usually looks breezy, the process involves agonising over nose bridges, endless sketching and geeking out over acetate density. 

To illustrate this, the campaign is set around a stripped-back studio table, featuring a cast of characters who each harbour a beautiful, oddly specific fixation – from the precision of origami to the surprising intensity of competitive ironing and even vegetable curation.

As a certified B-Corp, Ace & Tate designs every frame in Amsterdam with a commitment to finding “mindful solutions” for a more planet-friendly product.

As Sasha Zagnitko, the brand’s Technical Designer, explains, this season was about “paying close attention to the details,” adding extra milling and bevels to bring out the richness of the acetate, alongside custom metal temples to elevate the structure.

The collection itself is a greatest hits of retro-futurism and geometry. The Karina frame is the standout for the sharp-elbowed crowd, bringing lifted wings and a distinctively modern edge, particularly in the Tigerwood colourway. 

For those who prefer to hide in plain sight, the collection leans into the bold confidence of the 70s and 80s with oversized icons like Stevie (in a chic Miso tone), Cassie and Paloma, all offering that requisite ‘do not disturb’ energy.

Moving beyond the standard squares, frames like Saba and Jasper introduce subtle angles for distinction, while the Arthur and Rodrigo offer elevated, rectangular silhouettes with a powerful, masculine presence. 

The full collection is available globally in stores and online. Discover more here.

photography. courtesy of Hector Tre
words. Gennaro Costanzo