CHIMI Puts Performative Culture on the Stand
by Adriano Batista
CHIMI has released its Spring/Summer 2026 campaign, called “The Trial,” directed by Shadrinsky. The concept is simple: a series of courtroom-style testimonies with different witnesses speaking under oath. The case itself is never defined, but the target is clear. The target is a culture shaped by performance over presence, polish over truth, and approval over judgment.
The witnesses are not actors playing characters. They appear as themselves, drawn from the European fashion, music, and nightlife scene. The cast includes American pianist Precious Renee Tucker, French rapper Jwles, and creatives Sophia Alvarez and Molly Fredriksson, along with others.
The campaign highlights CHIMI’s SS26 collection and optical eyewear. The frames become part of the performance. They are tools for constructing identity.
Check it out below:
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