FASHION, EYEWEAR & WHO’S WEARING WHAT?

Author: Clodagh Norton

Feature Story
February 20, 2019

Celebrities, and increasingly, social media influencers, hold sway in the world of eyewear...but who’s got the look for 2019?

Celebrities have always loved eyewear. Anyone today who walks the red carpet, whether from the world of fashion, film or reality TV, has a media reach above and beyond with the rise of social media platforms. Their influence – traditionally through mainstream media – has become greater through channels such as Facebook and Instagram and they have been joined by a whole raft of new “influencers” or “micro celebrities” who have become famous through their online activity, influencing the public’s needs and desires in new ways with potentially huge success and sales opportunity. In the fashion world alone, the influencers of the moment can expect to charge thousands for a single Instagram post. Those with millions of followers are said to be able to charge upwards of £30,000, according to a report published by Vogue (UK) in 2017.
 

Singer, actress and style-icon Rihanna was spotted with the special edition frame Florence by Andy Wolf Eyewear (above) during the presentation of her new SAVAGE x FENTY collection at New York Fashion Week 2018. She combined her dress with the amber-colored iconic slim cat-eye shades with Swarovski stones.


Oscar-winning actress Cate Blanchett wearing Giorgio Armani d’Artiste from the SS18 collection – produced by Luxottica.
The actress is often caught on camera wearing sunglasses.

CELEBRITY

Celebrity endorsement remains big business, and is consistently used as a marketing communication tool by those who can afford it and those who are lucky enough to catch sight of a celebrity wearing their product – because they choose to. Endorsement through advertising – which creates a buzz and recognition of a brand – has, for decades, been considered a powerful tool for those brands, connected to fashion or sport, who are able to sustain it. Additionally, celebrity fashion labels – those collections bearing a celebrity name – continue to see success where names like Rihanna, Beyoncé or Jessica Simpson are part of the plan.
Famous faces are also known to spark a trend, or endorse a specific look with extraordinary success. In 2018, Beyoncé was given credit for her role in promoting tiny sunglasses – her models in this genre included brands like Gentle Monster and Alain Mikli.
Other faces are hugely popular with sunglass companies but also fashion brands, perfume and beauty houses. Actress Cate Blanchett is much loved across the board by fashion, beauty and eyewear companies. In 2013, she signed a $10 million deal with Giorgio Armani to front her first fragrance campaign.
 


Celebrity fashion labels have huge appeal: in 2018, Marchon Eyewear, Inc. and Victoria Beckham Ltd., announced they had entered into an exclusive, long-term global licensing agreement for sun and optical frames. While the designer already had a collection produced in a small
factory in Italy, the agreement promises a bigger and better global success.


Singer and actress Christina Aguilera wore the Ava sunglass by KOMONO after announcing her new Las Vegas residency on the Ellen Degeneres Show. This style is part of the brand’s Elementary Sun Collection for Spring Summer 2019.

Menswear influencers: pick up a review
of Pitti Uomo and the pages will be full
of slick and stylish guys in the latest
fashion and accessories, many of whom have a tremendous fan base on Instagram. Pictured: Fabio, menswear influencer and founder of The Bespoke Dudes Blog, a platform dedicated to tailoring and
quality craftsmanship. Fabio and Andrea Viganò launched the TBD Eyewear
project in 2015.


Alain Milki model Le Matin: the elongated cat eye has been a huge success in the celebrity press in the last 12 months. This model was worn by Beyoncé.

LENS ENDORSEMENT

Lens companies have also recruited in the celebrity arena to highlight product quality and fashion to a specific audience.
In 2018, Transitions Optical announced their new brand ambassador as Paloma Faith. The Brit award-winning musician was chosen “for her quirky and eclectic style to represent the brand’s new image and Style Colours collection in the UK."

“As part of our 2018 communication plan,” explains Transitions Business Development & Marketing Director, Laurent Dasseville, “to recruit younger wearers to the amazing benefits of Transitions light intelligent lenses, we’re very excited to have had Paloma Faith representing us and showing how Transitions lenses can match your individual style across different frames and colours. We believe Paloma can help a younger audience understand the benefits of these hassle free lenses.”
 

Paloma Faith for Transitions

SPORTS EYEWEAR: A SPECIAL ENDORSEMENT

NIKE is a powerhouse in the field of endorsement in sportswear. In the eyewear segment, the brand launched their first ever sunglasses and new optical styles paying homage to basketball player Kevin Durant and his “dynamic on-court playing style”. This collection boasts sophisticated shapes and patterns, available in a variety of colours, providing athletes with on-trend frames to complement their off-court style. Based on the success of the collection’s previous releases, the new line launched in November 2018 is comprised of four new optical styles as well as the first-ever offering of KD Eyewear Collection sunglasses.
The Nike KD Flicker features a unique design created from body-mapping Durant’s elusive on-court movement in a free- form, heat map pattern which is laser-etched onto the frame’s core wire. The Nike KD Trace is designed to embody Durant’s agility and always-ready mentality, combining fashion-forward sensibilities and comfort for all day wear. Each of the new sunglasses also feature KD’s signature laser-etched on the metal core wire, a “KD” logo plaque inside the right temple tip, and a Nike Swoosh logo on both temples. Lightweight and durable, each of the new KD Eyewear Collection sunglasses provide 100% UVA & UVB protection.


Nike Vision partners with Kevin Durant for the KD Eyewear Collection featuring sunglasses and optical style.

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