High Visibility features companies, products and collections that are raising brand awareness through strategic partnerships, sponsorships, consumer advertising campaigns and tie-ins to prominent events. To be considered for inclusion please contact senior editor, Deirdre Carroll.


As we head into optical’s big night (er… four days) out, Hi Vis highlights the optical companies that participated in this year’s Fashion’s Night Out on Sept 8…


Solstice Sunglass Boutique and Safilo USA presented a Giorgio Armani “Frames of Your Life” event and photo exhibit during Fashion’s Night Out in New York City in its Meatpacking District location. Shoppers were invited to discover the new Giorgio Armani “Frames of Life” Eyewear Collection and accompanying “Frames of Your Life” advertising campaign through pictures taken by famous bloggers around the world, including Yvan Rodic, the world-renowned street photographer/blogger behind the fashion site Face Hunter, who was personally at the event to photograph guests. In addition to refreshments, guests could also experience the Giorgio Armani’s “Frames of Life” Eyewear Collection in an adjacent pedestrian public space which was transformed into a Giorgio Armani Frames of Your Life outdoor photo exhibit. Guests’ who has their photos taken at the event have the opportunity to be featured on the brand’s dedicated web site www.armani.com/framesofyourlife and received a Giorgio Armani “Frames of Life” hardcover notebook in which to house his/her photo...


Luxottica’s Sunglass Hut held events on both coasts with Fashion’s Night Out parties hosted by Sunglass Hut style director and actress Rachel Bilson in Los Angeles and supermodel Chanel Iman in New York City. Guests at both events had the opportunity to sip cocktails and enjoy hors d’oeuvres while receiving complimentary VIP makeover treatments, including lips, hair and eyebrow services. At the New York Fifth Avenue flagship, shoppers could also get their groove on with Iman who also DJ’d the night. While in at the Beverly Center in Los Angeles, Bilson was on-hand to help guests find the perfect new pair of shades...





Further downtown on Wooster and Broome, Selima Optique celebrated Fashion's Night Out at their Soho flagship with artist Amanda Browder's fabric installations on display. They were also offering shoppers the chance to nab one of their exclusive Marguerita Bornstein LOVE t-shirts. Additionally, guest cold shop for a cause with all pink & blue frames discounted 20 percent with proceeds going to the American Cancer Society...



Modo
hosted shoppers at their Mott Street flagship store in New York City’s Nolita neighborhood. Their after-work cocktail party offered champagne and cupcakes, as well as 25 percent off all purchases but the big draw was appearances from the designers of some of Modo’s licensed brands like Phillip Lim, Derek Lam and Jason Wu, among others...






Bebe
, who has a license with Altair for eyewear, partnered with local fashion bloggers in several markets to hold simultaneous events for Fashion’s Night Out. In addition to events in NYC and LA, they also threw parties in Chicago, Miami and San Francisco to host shoppers and fans of the brand.





Gant
held several events are their three NYC locations. The Prince St. location, the brand’s newest store, hosted several press previews and pre-sold the SS12 Gant Rugger collection. Designers Michael Bastian and Christopher Bastin made personal appearances, shoppers received a gift with purchase—a signed Michael Bastian canvas tote bag and GANT Rugger sunglasses from Viva International--when they spent $250 or more, and everyone received 10 percent off storewide while enjoying Porkslap beer in beverage containers. Guests enjoyed similar experiences at the Gant Fifth Avenue and Bleecker St. stores...




Newer eyewear brands also got in on the fun. Velvet Eyewear kicked off a Fashion’s Night Out 2011 Art Contest and Benefit. Involvement in the arts is important to the brand and they wanted to help provide today’s students with creative opportunities by supporting New York City’s prestigious Society of Illustrators; and continuing to support Materials for the Arts, and Friends of Materials for the Arts organizations. Their Fashion’s Night Out art contest provided students with a fun challenge. At least 30 artists were selected to exhibit their own work of art which was on sale at the Sept. 8 event...