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.