Eyewear and Trends: New Frame Products


What's New

Photographed by NEDJELJKO MATURA

Viva: Escada Eyewear


Targeting dynamic, sportive, confident businesswomen
Viva International Group launches the Escada Eyewear Collection for women. The line contains 21 ophthalmic styles and 17 sunglasses, including two oversized shields. Materials consist of plastic, metal and plastic/metal combinations. The focus is on sophisticated, feminine details such as Swarovski crystals and open temple work paired with technical expertise. Styles are highlighted by key Escada design concepts: the wave geometric treatment (found in Escada jewelry and in the packaging of the new Escada fragrance Rockin’ Rio) and the facing, rounded double “E” logo application called the eluna. The Escada signature fuchsia color and other vibrant hues run throughout the collection.
PHILOSOPHY: “The detailing and styling of Escada eyewear captures the true essence of the brand. Colors, materials and designs are incorporated into the collection to reflect the elegant look of Escada,” says brand manager Roxanne Galari. “We are very excited about the launch of the Escada Collection and its addition to Viva’s portfolio of designer brands.”
MARKETING: Merchandising materials include four window displays, one- and four-place displays, Plexiglas logo plaque and mirror. Both hard and soft cases are available, each with a cleaning cloth.
PRICE POINT: $$$-$$$$$. For additional information, contact Viva International Group, (800) 345-VIVA; web site: www.vivagroup.com

Sfilo: Marc Jacobs Sunwear


A celebration of ’70s design 
Sàfilo USA launches the Marc Jacobs Sunwear collection, containing 10 feminine and four unisex designs in plastic, metal and metal/plastic combinations. Styles consist of cat eyes, retro octagons, rectangles and chunky double-bridge aviators. Details include temples sporting forked openwork, metal trim between the front and temples, and the signature metal padlock, hinging the front with the actual temples. Colors range from red and opal turquoise combined with gray lenses and such tri-color treatments as blue/white/beige in the acetates to shades of red, white, blue, gold, ruthenium and rhodium in the metals.
PHILOSOPHY: “Marc Jacobs is one of the most talented and preeminent fashion designers in the world today. As the artistic director behind the esteemed Louis Vuitton fashion house, as well as his own highly successful Marc Jacobs Collection, his coveted award-winning fashions and accessories are world renown,” says Sàfilo USA president and CEO Claudio Gottardi. “We are particularly honored to work with such an influential designer and are confident the collection will be as highly regarded as his other thriving lines of business.”
MARKETING: Merchandising materials include one- and four-place displays, small countercards, brand brochure and logo plaque.
PRICE POINT: $$$$-$$$$$. For additional information, contact Sàfilo USA, (800) 631-1188; web site: www.safilousa.com

Signature: HUMMER Eyegear


Adventurous and durable 
Signature Eyewear launches HUMMER Eyegear, an eyewear line that takes its direction from the HUMMER brand and its image of strength and independence. The initial collection, which consists of five ophthalmics and 12 sunglasses, focuses on innovative materials and bold, stylish designs that appeal to a wide customer base. Frames are fabricated from stainless steel, titanium and handmade plastic. Sun lenses are polycarbonate or CR-39 with polarized lens options and coatings that ensure visual clarity and maximum UV protection both on and off the road. Shapes are large and include aviators, rectangles, shields and wraps in vehicle-inspired colors such as fire-engine red, stealth gray and desert sand. Matte and polished treatments are applied to the corrosion-resistant frame finishes. Many styles feature brushed aluminum accents. Plans are underway for a children’s collection.
PHILOSOPHY: “The HUMMER Eyegear collection is created for consumers who want to make an impact with their eyewear. Colors are bold with shapes and accents inspired by the infamous vehicle rectangular design,” says Signature vice president of design Jill Gardner.
MARKETING: Merchandising materials include one- and three-place displays, two types of logo blocks and a mirror. Frames come with a hard case and sunglasses have a pouch or a zipped leather case. All styles are packaged with a micro-fiber cleaning cloth.
PRICE POINT: (Ophthalmics) $$ to $$$; (sunglasses) $$$$ to $$$$$. For additional information, contact Signature Eyewear, (800) 765-EYES; web site: www.signatureeyewear.com

Marchon: Michael Kors


Sport-inspired luxury 
Marchon Eyewear launches the Michael Kors collection aimed at chic and modern women. The 15-style ophthalmic collection features slim shapes with a few thicker plastics (one is a “Buddy Holly” style) and one aviator with a matching clip. Frames come in metal/zyl, nickel/silver with nibrodial temples and titanium/zyl. Colors range from cordovan, dark brown, gray and olive in the metals to a variety of caramel, horn, nutmeg and tortoise tones in the plastics. The 15-piece sun collection is marked by its big, wide rectangular shapes, which include Jackie Os, shields and aviators in metal/zyl, stainless steel/zyl and plastic, some with leather temples. Colors cover the palette from basics hues, berries, olives and shimmery gray to aqua, mango and sangria. Styles in both collections are highlighted with chain link and bamboo-shaped temples.
PHILOSOPHY: “The vision for the Michael Kors Collection is to create product that combines great American personal style with long-lasting wearability,” says Janet Unger, Marchon VP brand executive for Michael Kors. “The collection offers clean, modern shapes and a nod to the classics, distinctive brand treatments and an element of surprise.”
MARKETING: Merchandising materials include three- and eight-place displays, logo plaque/one-piece display, countercards and banner.
PRICE POINT: (Ophthalmics) $$$$; (sunglasses) $$$ to $$$$$. For additional information, contact Marchon Eyewear, (800) 645-1300; web site: www.marchon.com

ClearVision Optical:
BCBG Max Azria


Sport-inspired luxury 
ClearVision Optical launches BCBG Max Azria eyewear, consisting of 34 ophthalmic styles and 22 sunglasses. Aimed at men and women with a sophisticated, fashion-forward aesthetic, the line contains distinctive styles rendered in Japanese metals, stainless steel and bronze, zyl laminates made from Italian and French zyl and zyl/metal combinations. Frames come in a carefully selected color palette consisting of classic tortoise and horn laminates, rich jewel tones and fresh pastels. Some styles are rimless and semi-rimless.
PHILOSOPHY: “We are delighted to be working with a designer brand of this caliber,” ClearVision executive vice president Peter Friedfeld says. “BCBG Max Azria is a brand that is always at the very forefront of fashion, with a tremendous degree of consumer appeal and recognition. This gives us a wonderful opportunity to produce expertly designed styles that speak to the newest trends in eyewear fashion.”
MARKETING: Merchandising materials include large and small L-shaped storybook countercards, large and small logo plaques, metallic window decal, hanging three-panel poster, five-place low-level display kit, nine-place high-rise display kit, mirror and light box. A high-fashion advertising campaign will support the launch nationally and internationally. All frames come with a brown faux-leather case in a choice of three sizes.
PRICE POINT: (Frames) $$ to $$$; (sunglasses) $$. For additional information, contact Clear Vision Optical, (800) 645-3733; web site: www.cvoptical.com

Femininity without fuss


Femininity without fuss 
Under a licensing agreement with the Vanity Fair Corporation for the popular Riders by the Makers of Lee jeanswear brand, Nouveau Eyewear launches Riders, an ophthalmic line targeted to women 25 and older. Taking its direction from the jeans, Riders Eyewear will concentrate on fit and comfort with each frame clearly sized S, M or L on the lens label. Four styles are currently available with two more planned for May. An additional four pieces will be released by the end of 2005. Shapes are clean-lined variations on ovals and rectangles. Some styles are equipped with aluminum temples, featuring a new anodized coloring process, resulting in a durable gloss finish. Others have zyl laminate temples with animal prints on the interiors. Frame colors range from blue, lavender and pink to gray, brown and black. Spring hinges and snap-in nosepads reinforce the comfort and fit aspects of the line.
PHILOSOPHY: “The most radical concept behind the collection—the S, M and L labeling—is also the simplest. Riders Eyewear will make it easy for a woman to go right to frames that are properly proportioned for her faces, taking the guess work out of finding the right fit in eyewear,” says Nouveau co-president Pat Aptaker.
MARKETING: Merchandising materials include a frame displayer designed to illustrate the simple new sizing system, countercard, logo plaque and eyewear brochure.
PRICE POINT: $$. For additional information, contact Nouveau Eyewear, (800) 292-4342; web site: www.nouveaueyewear.com

Live Eyewear: Cocoons Clips


Additional OveRx options 
Live Eyewear expands its OveRx sunglass line with the introduction of Cocoons Clips. The new line consists of four basic unisex shapes: square, round, rectangle and oval, each with a number of style variations for a total of 35 pieces. All clips come with Polare UV400 polarized lenses in amber or gray. Some styles have a flash mirror finish. The clip chassis is monel with a stainless-steel FreeFlow spring bridge and is available in bronze and gunmetal. Eye sizes range from 44mm to 56mm.
PHILOSOPHY: “Our focus is OveRx sunwear… sunwear that can be worn over glasses,” says Kieran Hardy, Live Eyewear general manager. “Clip-on sunwear is a natural fit for us, allowing eyecare professionals to source all their OveRx product needs from one manufacturer. As with all of our OveRx collections, we designed our universal clip-on line with a wide range of shapes, sizes and styles to meet the various preferences of today’s ophthalmic frame wearer.”
MARKETING: Merchandising materials include a 36-place fitting kit/
display and sizing guide. Each clip comes with a logoed hard case.
PRICE POINT: $. For additional information, contact Live Eyewear, (800) 834-2563; web site: www.liveeyewear.com

Eye Level: Jacob Jensen


Titanium Rim Collection 
Eye Level presents the Jacob Jensen Titanium Rim collection created by Jensen, an industrial designer. The line consists of 20 styles in 20 colors. All frames have a titanium rim that’s closed on the sides and front for a finished look and are equipped with a double titanium wire in the temples to ensure stability, spring hinges and silicone nosepads. Lenses are easily mounted with the use of a strip, much like with a nylon frame. Five sunglasses are available, all with Zeiss lenses. Each frame is offered with a polarized clip. The Jacob Jensen line also includes eight drill-mount and eight rim-lock styles with a full rim and four junior frames for children and young teens.
PHILOSOPHY: “Jacob Jensen is a brilliant pioneer in industrial design and is truly a master of form and function. In the Titanium Rim collection, he introduces three elements that elevate quality, form and functionality: a double-wire temple, patented spring hinge (designed specifically for this line) and ergonomic temple tips. These elements greatly improve balance, comfort and appearance,” says Eye Level president Isaac Karpel.
MARKETING: Merchandising materials include four-and eight-place displays, a color wheel (showing the assorted rim colors), countercard, Jacob Jensen design book, catalog, mounting guide and authorized dealer tag. Each frame comes with both a hard and soft case.
PRICE POINT: $$$$$. For additional information, contact Eye Level, (877) 488-0444; web site: www.eyelevelcorp.com