Sunglass Hut, one of the largest sunglass retailers in the world, has turned the page with its latest campaign: Own Your Moment. Rolling out Thursday, the refreshed brand direction focuses on personal expression, fashion-forward experiences and deeper emotional connection with customers.

“We wanted to show that sunglasses are more than just a fashion accessory,” explained Marija Jurkonyte, Sunglass Hut global senior brand and communications manager of the new direction. “They’re a spark of confidence, a mood, a shield or a way to say ‘this is me’ in sunny moments and beyond. Own Your Moment is about celebrating the personal stories that make each of us shine when we step into everyday moments with confidence.”

The new images use moments of transformation through wearing sunglasses — finding courage before stepping on stage, shielding emotion during a tough goodbye, channeling inner strength before a big game, or adding the finishing touch to your look before a big date — to tell a deeper story. “Own Your Moment is joyful, emotional and personal,” Jurkonyte said. “We’re proud to launch a campaign that’s less about perfect styling and more about perfect timing. It captures people in the moments that matter most. Shades have the power to transform those moments, giving people a boost of confidence whether they want to look more stylish, feel more athletic or simply hide a bit of shyness.”

The U.S. campaign rolls out across social media, digital platforms, broadcast and select media partners, but it comes to life with a range of in-store events in major U.S. cities, starting in Los Angeles on May 31, Nashville on June 6, Seattle on June 21, New York celebrating an early National Sunglasses Day on June 25 and Chicago on July 13. “This campaign doesn’t just live in ads. It’s showing up in cities, in our stores and in the community. It’s about making people feel something real, whether it’s joy, pride or just the power of a really good pair of shades,” Jurkonyte said.

Each stop will feature talents who the retailer says embody confidence and self-expression, bringing the spirit of the campaign to life. In Los Angeles, actress and entrepreneur Jamie Chung will sit on a fashion panel with her influencer friends; In Nashville, country music stars MacKenzie Porter and Jake Etheridge will perform a live acoustic set; in Seattle, WNBA champion Breanna Stewart in Seattle will host a meet and greet, and in Chicago, chef and community leader Maya-Camille Broussard will create a special tasting.

Founded in 1971 as a kiosk in a Miami mall and acquired by EssilorLuxottica in 2001, Sunglass Hut now operates more than 3,000 stores globally. The new campaign spotlights seasonal styles from Ray-Ban, Oakley, Burberry, Prada, Versace and other top fashion brands available exclusively at Sunglass Hut.

In-store, visual merchandising will bring the collection to life, reinforcing the brand’s focus on style and storytelling. “We’re evolving Sunglass Hut to be more than just a place to shop,” Jurkonyte said. “It’s becoming a destination to feel something, to feel seen and to feel good. Own Your Moment is the first bold step in that direction.”