Through a Lens
Alexi Lubomirski’s collaboration with Movado celebrates the interpretation of time through a lens.
PHOTOGRAPHER ALEXI LUBOMIRSKI became a household name in the spring of 2018 when he was chosen by Kensington Palace to take the official engagement and wedding portraits of the Duke and Duchess of Sussex. The images, which were praised for their modernity and grace, generated more than 2 billion views on social media. No stranger to glamour, Lubomirski has photographed the world’s most recognizable faces including Julia Roberts, Jennifer Aniston, Angelina Jolie, Nicole Kidman and Lupita Nyongó.
An established name within the fashion industry, Lubomirski has shot campaigns for brands such as Louis Vuitton, Ralph Lauren, Lancôme and Maybelline. Off the set, Lubomirski is an ambassador for the global humanitarian organization Concern Worldwide. He is also a dedicated vegan and animal rights activist, founder of the fashion movement, Creatives4Change, to end fur, feathers and exotic skins in the industry.
On October 13, 2020, Movado announced Lubomirski as the newest collaborator in Movado’s artists’ series. This is Movado’s first artist collaboration in a decade.
“Photography in its essence, is about time, the capturing of time in a kinetic world: time in space, time in movement. The ultimate prize of a photographer is capturing a unique moment that no one else can capture at the same time or in the same way and then, to be able to share that vision with others,” says Alexi Lubomirski. “This project is extremely dear to my heart. With the world at a crossroads and the incredible new technological tools readily available, we are the first generation to have the immense fortune, but also the obligation to leave this industry and the world, in a better place than we found it. We are taking a first step in this collaboration with Movado by enacting this change on a larger scale, giving the opportunity to Movado’s customers, to join us by choosing a product that is new and forward thinking. I am extremely proud and humbled to have been chosen to accompany them in this journey.”
The Artists’ Series Alexi X Movado will include two different collections. The photographic dial limited-edition series has launched at Movado.com and in China on Tmall.com. The collection features four photographs taken by Alexi printed on the iconic Museum dial with vegan straps offered in dark grey, yellow and navy blue. Each timepiece comes with a vegan reusable watch pouch and a first for the brand—packaging made from recyclable materials. The photos represented on the dials portray Alexi’s artistic interpretation of time through the lens of Light, Water, Illumination and City Scenes and will be shared in detail on Movado’s and Alexi’s social channels throughout the month.Advertisement
“Learning about Alexi and his vision was the catalyst to include him in the latest Movado Artists’ Series,” says Efraim Grinberg, chairman and CEO Movado Group. “Art comes in many forms and is meant to inspire, make us think and evolve. I was drawn to Alexi as an artist and specifically by the way he uses his talent and recognition to ignite change in our industry and world—he implements change without judgement. Alexi’s mantra is that small change leads to larger shifts. I felt now was the time for Movado, with its rich Swiss history and pursuit of constantly improving, to offer vegan straps along with packaging made out of recyclable materials. We believe all companies need to do their part as responsible corporate citizens.”
The second collection is expected to launch in Spring of 2021. The series will represent Alexi’s “four doorways” into veganism. A portion of proceeds from all watches sold will be donated to Alexi’s preferred charities Concern Worldwide and the Humane Society of America.
The first Movado Artist Series launched in 1988 with Andy Warhol, featuring Warhol’s photography on the dials of his Movado “Times 5.” Subsequent series featured collaborations with Rosenquist, Arman, Britto and Scharf.
PHOTO GALLERY (4 IMAGES)
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