Eyewear and Trends: New Frame Products


What's New

Photographed by Nedjeljko Matura

Luxottica: Prada

Reflecting Prada’s hallmark artistry and architecture
Under a licensing agreement with YM, one of today’s hottest teen magazines, Luxottica Group launches its Prada  ophthalmic and sunglass collections. Targeted to fashion trendsetters who appreciate style and product innovation, the new line consists of seven ophthalmic styles and 12 sunglasses in plastic, metal—including titanium—and plastic/metal combinations. Reflecting Prada’s concept of contemporary luxury, which eschews ostentation and favors simplicity and purity of line, styling in the new collection is sophisticated and versatile, ranging from classic to bold to sports inspired. Included are narrow, sleek rectangles and other variations on rectangles and butterflies in the ophthalmic collection and dramatic, oversize plastics and streamlined wraps (large, narrow and shield-like) in the sunglasses.
PHILOSOPHY: “Luxottica’s Prada eyewear collection combines the Italian tradition of quality with modernity, elegance and sobriety,” says Luxottica Group director of marketing Vittorio Verdun. “With a simplicity and purity of line—and distinctive technical details—the new ophthalmic and sun collections are reflective of the Prada concept of contemporary luxury and high-fashion content. The strength of the brand is its ability to create a continuous flow of new classics and new cults.”
MARKETING: Merchandising materials consists of two- and six-place displays, posters and countercards. Each style comes with a hard case.
PRICE POINT: $$$ to $$$$.
AVAILABILITY: Fall 2003. For additional information, contact Luxottica Group, (800) 422-2020; web site: