Eyewear and Trends: New Frame Products


What's New

Photographed by Nedjeljko Matura

Luxottica: Adrienne Vittadini Collection

Fashionable classics with a 21st century twist
Luxottica Group launches its Adrienne Vittadini line of women’s eyewear. The collection, which contains 15 ophthalmics styles and 10 sunglasses, offers classic shapes with a modern attitude. The ophthalmics are characterized by sleek, contemporary styling. Highlights include an oval/cat-eye fusion in flat metal, a retro-inspired semi-rimless metal and a full rimmed plastic with metal temples in color combinations of eggplant and lavender or steel blue and cream. The sunglass collection is marked by clean, crisp lines and such lens colorations as faded mauve, gold, pink/gold, blue and faded light gray. Styles range from a three-piece drill mount with softened rectangular lenses to a full rimmed plastic with thick temples in shades of blue/moss, black, brown or tortoise. Product branding is subtle with the Adrienne Vittadini name embossed on the temples or the AV initials set into a plaque on the temples. The initials also appear on the temple tips.
PHILOSOPHY: “The new Adrienne Vittadini eyewear collection is reflective of the casually sophisticated styling of the brand’s ready- to-wear line and is designed for today’s contemporary woman who favors elegant classics with a modern attitude,” says Vittorio Verdun, Luxottica director of marketing. “The integrity, aesthetics and consistency of the Vittadini brand image are evident throughout the eyewear/sunwear line.”
MARKETING: Merchandising materials include one- and three-place displays and countercards. Each style comes with a hard case and cleaning cloth.
PRICE POINT: $$. For additional information, contact Luxottica Group, (800) 422-2020; web site:

Looking Good: Ted Lapidus

Ted Lapidus eyewear returns to U.S.
Luxottica Group launches its Adrienne Vittadini line of women’s eyewear. The Looking Good Eyewear, a new Pittsburgh, Pa.-based company, reintroduces the Ted Lapidus Collection of branded eyewear to the U.S. and Canada. Targeted to men and women 25 and up, the line, which is manufactured in France, consists of 16 ophthalmic frames and six sunglasses, all made of metal or titanium. Shapes are variations on bowties, ovals and rectangles in eye sizes of 48mm to 54mm for the ophthalmics and 57mm to 65mm for the suns. Colors range from gunmetal to black, blue, chocolate and violet.
PHILOSOPHY: “Designed to appeal to men and women with a discernable taste for style and quality, the Ted Lapidus collection addresses both the needs of the young with trendier, smaller shapes and also the mature with its classic styles,” says Looking Good president David Kotovsky.
MARKETING: Merchandising materials include a six-place display with a wood base, posters and perfume samples. Each style comes with a hard case.
PRICE POINT: (Monel) $$$; (titanium) $$$$. For additional information, contact Looking Good Eyewear, (866) 752-EYES.

Elite Eyewear: Moda Milano

Italian fashion with Polaroid lenses
Elite Eyewear adds the 12-style Moda Milano Polaroid Sunglass collection to its existing 66-piece Polaroid Sun and Sports Sun lines. Handcrafted and made in Italy, the new collection, which has been selling throughout Europe, is now available in a limited edition in the United States and Canada. Targeted to trendsetting adults desiring European flair coupled with Polaroid polarized lens technology, the frames are fabricated from sheet zyl. Styles are reminiscent of ’60s mod designs with large eye shapes and thick eyerims in modified oval and rectangular designs. The color palette is a mix of black, translucent gray, blue pearl and brown tortoise.
PHILOSOPHY: “We are giving our customers the opportunity to be trendsetters by bringing them the same fashion edge in sunwear that is seen in Europe… without the designer price tag,” says Elite executive vice president of product development Chris Madden. “Add to that the quality Polaroid lens and you’ve got an optically superior, high-fashion sunglass.”
MARKETING: Merchandising materials include 24- and 72-place rotating displays, both equipped with mirrors and a polarizing lens tester. Each sunglass comes with a hard case and cleaning-cloth pouch.
PRICE POINT: $$. For additional information, contact Elite Eyewear, (800) 935-4833; web site:

EBX Optik: Gold & Wood G Eyewear

Light and easy 
Responding to consumer demand for cleaner, more modern styling, Gold & Wood adds the G Eyewear collection. Distributed in the U.S. and Caribbean by EBX Optik, the new line consists of six rimless designs in variations on bowtie, butterfly, oval and rectangular shapes. The frames feature a metal bridge and metal temples overlaid with exotic woods for a light, fluid look. Each style comes in four colors. The wood colors—beige, chocolate, medium brown and ebony—are selected to harmonize with the metallic parts—available in brown matte, burgundy matte, matte gold and matte silver. Lenses are offered with solid and gradient tints and mirror coatings.
PHILOSOPHY: “Our goal with the G line was to create a Gold & Wood frame that is a little more accessible to a wider range of consumers and also gives our traditional Gold & Wood customers the option of having a more understated look when desired,” says Edward Beiner, EBX president and chief visionary officer. “The G look, which is cleaner, lighter and more modern, is offered at a slightly lower price point. But it’s still a Gold & Wood product.”
MARKETING: Each style comes with a hard case and cleaning cloth.
PRICE POINT: $$$$$. For additional information, contact EBX, (800) 697-7397; web site: