Whats New

Mar
2013

L’AMY AMERICA: Balmain

EDGY SOPHISTICATION

Under a licensing agreement with fashion couture house Balmain, L’Amy America launches Balmain Eyewear. Since its creation, Balmain has remained loyal to very strong and specific design features exemplified in architectural detail with sophisticated glamour and elegance teased with rock ’n’ roll edge and sexy glamour. The new eyewear collection, which consists of sun and ophthalmic styles for both men and women, reflects quintessential Balmain design elements, including material mixes such as acetate titanium, leathers and lacquered metals. With contemporary shapes, gloss and matte colorations, and details such as rivets and chains, each style represents Balmain’s luxe, sophisticated and edgy aesthetic.


Photographed by Black Box Studios

PHILOSOPHY: “The Balmain eyewear collection encompasses the distinguishable DNA of the brand with a tender marriage between strong, edgy detail and soft, feminine elegance that appeals to men and women alike,” says Amanda Shortt, associate brand manager for L’Amy.

MARKETING: A full range of visual merchandising materials are available, including a three-place window display, countercards, logo plaques, window banners and shopping bags. Each frame comes with a soft-finish leatherette, clam-shell case and cleaning cloth. Sunglasses are packaged with a box for a gifting presentation.

PRICE POINT: $$$$ to $$$$$

CONTACT: For additional information, contact L’Amy America, (800) USA-LAMY; website: lamyamerica.com

INSIGHT
Founded by Pierre Balmain in Paris in 1945, the Couture House of Balmain clothed such Hollywood glitterati as Ava Gardner, Katherine Hepburn, Marlene Dietrich and Briggette Bardot. Today Balmain thrives under the artistic direction of Olivier Rousteing. Balmain ready-to-wear collections are selectively distributed to high-end department stores and through its own 12 boutiques worldwide.

 

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