Never a trend. Always a style. OLIVER PEOPLES has stood by these words since it was established in 1987. Now 30 years later, the brand is celebrating its anniversary through a new imagery campaign, “Desert Stories.” Shot by renowned photographer Peter Lindbergh, the campaign includes images, a short film and behind-the-scenes footage exploring the brand’s California roots.

Desert Stories follows four friends through their journey down the back roads of the Mojave Desert as they discover an abandoned diner. Cast members include model and actress Amber Valletta, ’90s male model Alex Lundqvist, and newcomer models Jac Jagaciak and Levi Dylan—all representing the brand’s notable legacy and its aspiring future.

“When conceptualizing the campaign and story surrounding this milestone year for Oliver Peoples, my mind went back to the beginning,” says the brand’s creative director Giampiero Tagliaferri. “When Oliver Peoples was founded in 1987, the brand challenged the ostentatious eyewear trends of the era with its decidedly classic aesthetic. This was around the same time Peter Lindbergh was rising on the scene and changing fashion’s view of beauty through his raw and minimalist photography. His images have a purity and depth to them that stand the test of time. His ability to capture a story in his subjects’ eyes makes him a perfect fit to shoot eyewear.”

The models are all styled in Oliver Peoples sunwear and optical frames as they explore the desert’s scenic landscape. The campaign urges its audience to speculate on their adventure while also capturing a Californian tendency to stay curious, stray from the beaten path and craft treasured moments.

–Jillian Urcelay