Etnia Barcelona introduces “BE ANARTIST”, its new global campaign inspired by the icons of cinema and art, by the photographer Biel Capllonch.

Based on the artistic avant-gardes, Etnia Barcelona has created a Manifesto and an Anartist Decalogue, composed by 11 commandments, to deepen in its brand identity and to claim that the brand is more than color, culture and quality: Etnia Barcelona is independent, rebellious and daring. A brand that does whatever it wants whenever it wants, a brand that’s free. “Anartist” is everyone who believes that standards are unnecessary, that stereotypes corrupt creativity and that people should fight against them to find their own way to express themselves, through their critical, demanding and individual power.



“BE ANARTIST” is a campaign composed by different photographs that express the Anartist’s attitude, that challenge the viewer, provoking him. Filled with film references, the campaign photos recall mythical movie scenes such as “A Clockwork Orange”, “The Big Lebowski” or ”Pulp Fiction” and they are a tribute to movie directors such as Hitchcock, Lynch, the Coen Brothers or Kubrick. All of the pictures have a common element: all the Anartists are wearing Etnia Barcelona’s glasses.



To make this campaign the eyewear brand longed to collaborate with Biel Capllonch, photographer bounded to the image of the Sonar Music Festival from many years, for its transgressive aesthetics and cultural references. His work is irreverent and high influenced by the world of cinema, strengthening the cinematographic aspect of his photos. This is precisely what he has done for the “BE ANARTIST” campaign, capturing the “Anartist” essence of Etnia Barcelona in each of the scenes.



Because each glass reveals an attitude and a different way to understand and look at the world.
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