It’s hard to believe that Roberi & Fraud launched only a little over a year ago. In the 18 months since, the Dubai-based eyewear label has already cultivated a cult celebrity following that includes everyone from Gigi and Bella Hadid to Kendall Jenner and Rihanna, all of whom have been photographed balancing the brand’s ubiquitous tiny shades on the bridge of their noses. Founded by longtime friends Ali Mehrdad Soudbakhsh and Stefan Foster, the eyewear label has just unveiled its debut campaign for its newest collection, which stars up-and-coming Saudi-British artist Skye Jones sporting iterations of the brand’s retro-futuristic frames.
In one image, Jones appears slouched on an armchair wearing nothing but an oversized burgundy blazer dress and a pair of sleek, white, oval-shaped shades rendered the Frances sunglasses. Another sees Jones sporting a similar Matrix-inspired silhouette in rose. The multi-faceted artist also served as the photographer, stylist, and creative director of the shoot. It appears that creative talent runs through her veins; her mother is a Saudi painter, her father is a British actor, and her sister Amaya is a jewelry designer. In addition to modeling, Jones is also enrolled at New York University, where she is studying film photography.
Soudbakhsh and Foster spontaneously launched the brand in 2017, after stumbling across a video of fictional Instagram personality Joanne the Scammer. The duo went on to set up the brand’s Instagram page in March last year, gaining overnight success and spearheading the tiny sunglasses trend championed by It-girls the world over.
The new collection is available for purchase online. Peruse the slides in the gallery above for your exclusive first look at Roberi & Fraud’s debut campaign.