Cubitts has unveiled a new campaign starring television presenter Melanie Sykes. It’s her first major fashion campaign since shaving her head earlier this summer, and it doubles as the launch of Cubitts’ first Manchester store.
Shot in Manchester, by Manchester
Photographer Niall Hodson shot the campaign in Sykes’s hometown of Manchester. Both grew up in Ashton-under-Lyne, so the project comes from a shared understanding of the city. The images were captured across the Northern Quarter, the Grade II-listed Toast Rack building, and the streets of Ashton-under-Lyne.
Sykes has been one of Greater Manchester’s most recognisable faces for more than three decades. Pairing her with Hodson, one of the city’s most exciting contemporary photographers, ties the campaign directly to Manchester’s design and cultural history.
Why Manchester, Why Now
Cubitts spent almost a decade searching for the right Manchester location before opening its first store there. As a result, the brand wanted the campaign to reflect arrival as a neighbour, not a visitor. Rather than using the city as a backdrop, the campaign puts Manchester at its centre — exploring the places that have shaped generations of Mancunians.
Meet Britannia: Cubitts’ New Sunglass Design
The campaign introduces Britannia, Cubitts’ newest sunglass style. It has a broad brow, generous lenses, and softly squared proportions — a single, uninterrupted shield form built to resist embellishment. The design’s appeal comes from proportion rather than ornament, and the brand positions it as a shape built to stay relevant well beyond current trends.
Two further styles, Athlone and Topham, are coming soon.
About Cubitts
Cubitts is a modern spectacle maker, founded in King’s Cross, London, in 2013. The brand designs glasses as long-term objects rather than disposable ones — built to be worn for life, and repaired rather than replaced. For more on how the brand’s frames hold up day to day, see our Cubitts glasses review.
FAQs
Who stars in the new Cubitts campaign?
Television presenter Melanie Sykes, photographed by Niall Hodson.
Where was the Cubitts x Melanie Sykes campaign shot?
In Manchester — across the Northern Quarter, the Toast Rack building, and Ashton-under-Lyne.
What is Britannia?
Cubitts’ newest sunglass design, featuring a broad brow and softly squared, shield-style proportions.
Does the campaign mark a store opening?
Yes. It launches alongside Cubitts’ first Manchester store.
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