Celebrating the beginning of a new season, VOGUE EYEWEAR and EssilorLuxottica introduce model and muse Hailey Bieber as the brand’s newest ambassador and creative partner. The debut of the co-designed collection launches the exclusive collaboration along with a campaign faced by Bieber.

Frame styles in the new collection fuse authentic beauty with celebrity style. Spontaneous and always in touch with what makes her feel good, Bieber plays with earthy tones, eye-catching shapes and fine metals to frame every facet of her personality in eight signature looks. “Vogue Eyewear is known for having unique styles for everyone, and I believe eyewear is an accessory that can elevate your look. With this collaboration, we focused on designing options that could fit with any style,” expresses Bieber.

“We are thrilled to partner with globally-recognized model Hailey Bieber on a co-designed Vogue Eyewear collection and campaign this year, as Hailey is one of the world’s most notable faces of celebrity style who appeals to a young fashion-focused female consumer,” says Ludo Ladreyt, senior vice president of Optical Channel Sales at EssilorLuxottica N.A. “As we continue to grow the Vogue Eyewear business in North America with support from eyecare professionals, it is crucial to connect with and appeal to a Gen Z audience—which represents 70 million young consumers in the U.S. alone—by aligning with household names like Hailey Bieber. This collaboration and campaign will elevate Vogue Eyewear’s brand positioning, awareness and most importantly, pave the way for impressive sales growth for our customers.”

Shot at a stunning villa, the mood of the campaign is fashion-focused, fun and glam, with the goal of bringing each style to life via portraits of Bieber’s multifaceted character. The photos capture the allure of Bieber’s coveted glamour as well as her light at heart take on natural style, allowing her fans the chance to see the world from her point of view.

Alessandro Mariani, vice president of wholesale marketing at EssilorLuxottica N.A., states: “Hailey Bieber’s status as one of the most culturally relevant and influential names in fashion and lifestyle appeals to a global audience of consumers. One of our strategies to increase Vogue Eyewear’s brand awareness and affinity in the North America market is through partnerships with authentic, multifaceted and notable personalities who embody the core values of the brand and our customers. On top of being a fashion and style icon, Hailey uses her influential voice on social media to deeply connect with her 40-plus million followers about topics and causes that are important to her. I am confident that collaborating with Hailey Bieber on this co-designed collection and having her as the face of the brand’s latest campaign will maximize Vogue Eyewear’s visibility within our target demographic and reinforce the brand’s DNA.”

Bieber adds: “This collaboration is special to me because I was able to work with the team to co-design frames that felt natural, but still fashion-forward and fun. The Vogue Eyewear team was so much fun to work with, and we had a great time shooting the campaign for the collection.” Each Hailey Bieber x Vogue Eyewear frame comes with a dedicated signature logo on the temple, as well as a trend forward custom-made carry pouch.

–Christine Yeh