John Jacobs’ latest campaign, ‘Break The Frame,’ is here to shake things up in the eyecare industry and who better to lead the charge than Bollywood’s rule-breaker, Ali Fazal? Known for his unique roles and offbeat charm, Fazal teams up with John Jacobs to bring a fresh perspective to eyewear and self-expression. The narrative centres on Kaos, a graffiti artist by night and an ordinary face in the crowd by day. His glasses aren’t just a style choice; they represent his duality, helping him seamlessly shift between his different personas. This collection isn’t just about fashion; it’s a call to break away from labels and embrace every side of who we are.
With bold designs and vibrant colours, each frame is crafted for those who, like Fazal, see rebellion as a way of self-expression. Ahead, we talk to Fazal and Apeksha Gupta, CEO of John Jacobs about the vision behind ‘Break The Frame,’ the spirit of daring to be different, and why these frames are more than just eyewear they’re a reminder to be unapologetically ourselves.
ELLE: What inspired you to collaborate with John Jacobs, and how do you feel this partnership reflects your personal style?
Ali Fazal (AF): Honestly, I was drawn to John Jacobs because they’re not just about fashion—they’re about stories. This collaboration felt right because it’s about expressing yourself on your own terms, without all the labels. The collection resonates with that idea, combining character with a bit of edge. It’s the kind of style that lets you show up as yourself, without trying too hard.
ELLE: How do you express “quiet rebellion” through fashion?
AF: For me, quiet rebellion is about subtle choices that speak louder than anything loud or flashy. It’s about picking things that have a story or a bit of soul, something that resonates with who you are. My style leans toward pieces that feel honest, and that carry a sense of self without needing to be obvious. It’s about wearing what feels true to you, without worrying too much about fitting into a certain mould.
ELLE: What’s one rule you think everyone should break when it comes to fashion or self-expression?
AF: The idea that you have to stick to a ‘look’—that’s something I think we should all throw out the window. Style should evolve, just like you do. Fashion is all about change. And change is inevitable. The signature looks needs to change. Just wear what feels right and let your style keep evolving.
ELLE: How does the ‘Break The Frame’ campaign challenge societal stereotypes?
Apeksha Gupta (AG): ‘Break The Frame’ challenges stereotypes by redefining what rebellion looks like today. It’s about quiet defiance—rebelling not through loud gestures but through art, personal style, and individual expression. At John Jacobs, the eyewear is a subtle integration of silent rebellion. It could be an artist who expresses through their work, a professional’s unique sense of fashion, or any individual who breaks away from societal norms. Each frame empowers wearers to express their identity without needing to fit into society’s labels.
ELLE: What inspired you to pick the theme of rebellion for this collection, and how do you think it resonates with today’s audience?
AG: The theme of rebellion felt like a natural choice because, at its core, eyewear is a deeply personal statement. We’re in a time where people are actively questioning, redefining, and even rejecting the norms that no longer align with their identities. Today’s audience values authenticity over conformity; they’re unafraid to challenge outdated notions and boldly carve out their paths. With ‘Break The Frame,’ we’re tapping into that spirit.
Our audience—be it the creatives, disruptors, or introspective thinkers—gravitates toward brands that understand and respect this journey of self-expression. With this campaign, we’re building a movement that encourages people to break the limitations and explore a fresh perspective.
