Silhouettes of the Time: The 2000s
The millennium was rung in by lavish firework displays worldwide. Silhouette marked the momentous occasion by sending their state of the art Titan Minimal Art glasses into space with the NASA team. Other famous fans by the millennium were the Vienna Philharmonic orchestra and the Queen.
Following the grunge and self-expression of the ‘90s, by the noughties people placed significance on a signature scent or a personal statement. However, the need for a personal statement had to be effortless with an ‘I woke up like this’ mentality.
Culture responded to 09/11 by slowing down to an artisanal approach to production. A desire came for people to be part of a personal story or exciting movement.
Generation Y, the first generation to grow up with the internet and iDevices, influenced self-promotion but at the same time acknowledged a need to be distinct in order to be successful.
In a decade with so much choice surrounding consumers, less truly means more and Silhouette thrived on this demand. By the end of the 2000s, Silhouette’s barely felt, rimless eyewear was so lightweight it would appear as if you weren’t even wearing their phenomenal eyewear – the brand had pulled off optical magic.