I was totally in over my head. Newly appointed as art director of W Magazine I needed to make a BIG impression FAST.

It was a blisteringly hot NYC August, and I was faced with the clammy task of previewing the (ugh) winter fur apparel debut. As an assistant art director the year before, I’d been part of an ill-conceived scenario shooting furs at a riding stable on Staten Island. Models were fainting to my left and right. Directly in front of me a steaming pile of horse manure invited my new yellow snakeskin boots in for a smelly squish, and I realized horses and furs are not chummy.

I needed to steer clear of the outdoors. The photographer wanted to shoot in a giant refrigerator but that made little sense considering the source of furs. I wanted a totally “moneyed” look, and so came up with the idea of doing the shoot in a Wall Street bank vault with models wearing nothing but… the furs. Nice and air-conditioned. Nice and controlled. Nice and nearly naked. And nice and secure what with bank guards everywhere, and our hired security guard looming over the pricey coats.

We did some test shots in a stark studio but I realized the furs overwhelmed the models’ faces. We needed a splash of added zest. The call-in for an extensive variety of fashion brand furs was confusing enough so I decided to ask the editor/stylist what sunglass collection she might source. She showed me her own shades, a pair of dramatic specs from Christian Roth’s Optical Affairs. Without a second’s hesitation, I told her to make the call for an assortment of Roth’s styles.

The Christian Roth sunglasses easily gave the whole shoot its needed edge, working perfectly in the context of the bank vault. Some of the shots showed stacks of money reflected in the glasses. Others gave the women a sort of bank robber glee, lightening the mood of the heavy furs.

From that shoot forward, I never used any other eyewear other than Christian Roth in a W shoot. It helped highlight whatever brand or category we were featuring. Even the occasional designer on set always agreed their clothing looked even better with Optical Affairs on face.

It was my first stand of Independents, and I suppose it’s “fitting” that the macro feeling of said Independent Eyewear and the micro function of Christian Roth as depicted on our current cover has never faded. It burns brighter daily. I suggest you give this independent stance a BIG chance if you haven’t already. 

James J. Spina
Editor-in-Chief
[email protected]