Sàfilo Group launches Fendi Eyewear and Sunwear. Featured here is a 15-piece sunglass collection. The 16-style eyeglass collection will be previewed in a later issue. Targeted to the contemporary, unequivocally feminine woman, the new line includes bold shapes and iconic detailing such as the Fendi monogram, the legendary striped “Pequin” motif and the 2jours décor. A limited edition Baguette sunglass inspired by the celebrated Fendi Baguette bag, introduced in 1997, is embellished with the Fendi monogram, which resembles the buckle on the bag. Premium materials, including Safilo’s proprietary Optyl and exclusive acetates, enhance the timeless elegance of the sunglasses. The color palette consists of refined shades contrasted with edgy colors and highlighted by an interplay of jewel-like details and shaded or mirror lenses.
PHILOSOPHY: “We are very excited about our new Fendi collection. Our partnership has allowed us to create eyewear that perfectly reflects the Fendi spirit and heritage. Intense research on exclusive materials along with expert craftsmanship makes these sunglasses fashionable and artisanal at the same time. This strong artisanal approach gives us the innovative ‘frame within a frame’ double shape effect, for example,” says Massimo Zuccarelli, Sàfilo International creative director.
MARKETING: Merchandising materials include 12- and 28-place tower displays, one- and three-piece branded displays, a three-piece micro elements set for shelves and window displays, countertop trays and logo plaques. Each frame comes with a soft pouch with a magnet closure, a microfiber cloth and authenticity card.
PRICE POINT: $$$$$
CONTACT: For additional information, contact Sàfilo USA, (800) 631-1188,
Founded in 1925 by Edoardo and Adele Fendi as a fur and leather shop in Rome, Fendi has grown into a multinational luxury goods brand owned by LVMH. Karl Lagerfeld is the creative director.