Eyewear and Trends: New Frame Products



Photographed by Nedjeljko Matura

Sàfilo USA: MaxMara Occhiali

Sàfilo USA brings MaxMara Occhiali to the U.S. market. Previously available only in Europe and Asia, the line takes its name from the Italian upscale women’s fashion brand. Targeted to discriminating women 30 and older, the initial collection features nine ophthalmic styles characterized by smooth shapes and clean, thin lines. Included are rimless, semi-rimless and fully rimmed metals and plastics in butterfly, muffin and oval designs. Metal frames are offered in such earth tones as burgundy, copper and smoke. Plastics are available in hues ranging from olive to two-tone colorations and marbleized treatments of blue, brown and rose. PHILOSOPHY: “MaxMara has faired very well in other parts of the world and is the perfect solution for our customers here who are looking for a bridge collection priced between our Nine West and Dior lines,” says Dick Russo, Sàfilo USA senior vice president sales. “It’s going to make a nice addition to our staple of designer brands as it is very saleable and complements many face shapes,” he adds. PRESENTATION: Merchandising materials include one- and four-place displays, a poster and large and small countercards. Each frame comes with a black and tan plaid fabric-covered hard case.

Revolution Eyewear: Revolution Sun

Revolution Eyewear launches Revolution Sun, a new concept in magnetic eyewear. Each style comes with a chassis and three interchangeable clip-on sunlenses. The lenses are attached to the chassis through Revolution’s Innovative Magnetic Force Technology (IMF), a bottom-mount magnetic design. The new collection consists of 10 metal and two plastic styles in trendy variations on rimless and fully rimmed aviator, butterfly, oval, rectangular and shield designs. The chassis is offered in such colors as copper, gold, gun, silver, black, cocoa, rose and translucent. Lens colors range from brown, gray and G-15 to electric blue or lavender, pink flash, sky or sunset mirror, brown-plum gradient and rainbow green. All frames are available with an optional fourth clip in an ice-like hue. Five styles come with a polarized clip-on. PHILOSOPHY: “Revolution Eyewear raises the bar in magnetic eyewear yet again with Revolution Sun. This is sunwear for a changing world. It’s the type of revolutionary product that sells itself,” says Revolution president Gary Martin. PRESENTATION: A logo plaque is available. Each style comes packaged in a hard case with slots for the clips, pouch and smaller case.

Viva: Bongo Eyewear

Viva International Group introduces Bongo Eyewear, a collection of 16 ophthalmic styles in metal, plastic and metal/plastic combinations. Targeted to hip, young women, the line takes its name from the jeans brand. Shapes are trendy variations on cat-eye, muffin, oval, rectangular, square and other geometric designs. Features include iridescent temple tips, tinted lenses, saddle bridges, flexible nosepads, spring hinges and flat eye rims on some of the metals. Colors range from lilac, kiwi green and indigo to shiny silver, gunmetal, black tortoise with an orange tinted lens and plum with a ruby tinted lens. PHILOSOPHY: “Bongo Eyewear has a casual, fun attitude, yet is serious about making a statement. This collection takes Gen Y fashions to the next level, offering an exclusively designed quality product,” says Debbie Lochli, Viva vice president, brand management. PRESENTATION: A merchandising kit consisting of a three-triangle box display and red-and-white Bongo logo plaque is available. Each frame comes with a flip-top plastic case wrapped in blue, red or yellow denim.