Søren Torpegaard Lund wears Prodesign. As he is.

When Søren Torpegaard Lund steps onto a stage, the glasses often come off. When the performance is over, they go back on. And that, he says, is when he feels most like himself. It is precisely this relationship between eyewear, personal expression and feeling comfortable in who you are that makes Søren a natural ambassador for Prodesign and its brand platform, As you are.

The collaboration brings together the Danish eyewear and the singer and actor, whose approach to style and self-expression closely reflects the philosophy behind As you are: trusting your own instincts instead of shaping yourself around other people’s expectations.

A natural choice for Prodesign

For Prodesign, the choice of Søren goes beyond his distinctive personal style. It is his relationship with identity – and with eyewear – that makes the connection particularly relevant, Prodesign Brand Manager Maria Sletten explains.

“What first drew us to Søren was the way he is so naturally himself. He has a strong sense of who he is, and eyewear is genuinely part of how he expresses that. For Søren, glasses are not something he puts on to become someone else – they are part of feeling like himself. At the same time, Søren brings a sense of honesty and lightness to the idea of being yourself. That connection between identity, self-expression and eyewear is exactly what makes him such a strong match for Prodesign and As you are.”

It is a philosophy the Danish artist, who represented Denmark in the 2026 Eurovision Song Contest, recognises in the platform himself:

“For me, As you are means simply existing in your skin, being brave enough to accept yourself.”

For Søren, staying true to himself is less about presenting a perfect version of who he is and more about trusting his own instincts and accepting who he is that day.

That attitude has developed throughout his life. As a teenager, Søren went through a period of trying to become a version of himself that he felt society would more easily accept. He soon realised that following his own instincts worked better than trying to fit other people’s expectations.

Style as self-expression

Søren discovered early that style could be a way of expressing how he felt rather than a way of conforming.

“When I was 12, I was convinced that wearing a butterfly and shiny shoes to school every day, was my calling. And I remember people looking at me like it was kind of over the top. But I stayed true to my instinct, and I really enjoyed putting on clothes every day that reflected how I felt.”

It was around the same age that eyewear became part of his personal expression. His first pair was red – and far from discreet. Over the years, glasses have become an increasingly important part of how he sees himself.

“They really become an extension of who I am. I definitely don’t look the same with and without glasses. For me when I’m on stage, I often don’t wear glasses, and when I’m done performing, I love putting on my glasses and really feeling like myself, with my glasses on. But I also love that I can play with that expression on and off stage.

For Prodesign, that ability to move between different expressions without becoming a different person is at the heart of the collaboration.

Søren does not use eyewear to create a persona. He uses it to express different sides of the person who is already there.

As he is.

For more information please open the document bellow.