Expanding perspectives...through meaningful partnerships
- By Clodagh Norton
Eyewear label L.G.R has built a distinctive portfolio of collaborations with some of Italy’s most respected names in fashion and lifestyle, partnering with founders and creatives who share its appreciation for craftsmanship, design and Italy’s unique “artistic legacy”. Ahead of Silmo, L.G.R’s Founder and Creative Director Luca Gnecchi Ruscone spoke to 20/20 Europe about the role these collaborations have played in shaping the brand, broadening its creative horizons and strengthening its reputation both in Italy and abroad.
Q: Over the years, L.G.R has worked with multiple fashion and lifestyle brands to produce limited-edition collaborative collections. What was your first ever collaboration (and when?), and can you describe that initial experience of working with another brand?
A: Since the very beginning of L.G.R, I’ve always enjoyed collaborating with other brands and allowing different creative worlds to influence one another. Over the years, we’ve developed three distinct types of collaborations. The first are white-label projects, where we design and manufacture eyewear for other brands without communicating our involvement. The very first was with Loro Piana, a collaboration that taught us a great deal about discretion, excellence and attention to detail. The second type is collaborations with remarkable individuals. Our first was with Mario Testino, who is also a long-time friend of my family. Working with someone of his creative vision was a fascinating experience and showed me how a strong personal point of view can shape a product. The third category is collaborations with other brands, where both identities come together in a visible partnership. Our first was with Antonio Marras, a brand whose creativity and values perfectly aligned with ours. It was an exciting opportunity to combine two different design languages while remaining authentic to both. Looking back, each of these collaborations has taught me something different. Whether it’s another brand, a creative individual or a white-label partner, the most rewarding part is always the dialogue. Every collaboration expands your perspective and ultimately makes you better at what you do.
Q: That was quite some years ago now, and today you continue to work with brands in a wide range of specialist fields across fashion, including Ermanno Scervino, Bertone and Slowear. What is the drive behind a collaboration in 2026, and how does it ultimately fuel greater success?
A: I’ve always genuinely enjoyed collaborating with brands that share our values and our vision of craftsmanship. At heart, I’m a very curious person, and collaborations give me the opportunity to meet inspiring people from different worlds—CEOs, designers, stylists and creative minds who all bring a different perspective. Every collaboration becomes an exchange. I learn something new, broaden my way of thinking, and often discover ideas that I can bring back to L.G.R. That personal enrichment is just as valuable to me as the final product itself. Then comes the part I enjoy the most: creating the product together. Deciding which frame best represents both brands, refining the colour palette, selecting the materials, discussing the smallest details—these are the moments that give me the greatest satisfaction. It’s a truly creative process where two identities come together to create something that neither brand could have achieved alone.
Q: When you look back on your brand’s history since 2008, what have been the most important steps you have taken as a small independent eyewear player? Do you consider your partnerships with other brands as instrumental in your visibility outside Italy as a “global player”?
A: Collaborations have undoubtedly played an important role in expanding our audience since the very beginning. L.G.R has its own well-defined identity and customer base, but when you collaborate with another brand, you naturally reach new audiences that may be quite different from your own, while still sharing common values such as craftsmanship, authenticity and timeless design. For me, a successful collaboration is not about chasing visibility at any cost. It is about finding partners whose philosophy genuinely resonates with ours. When that happens, the collaboration feels authentic, and both brands benefit from introducing each other to new communities in a credible way. As an independent eyewear company, building international recognition has been a gradual journey made up of many different steps: creating a distinctive product, remaining faithful to our values, developing a strong global network, and, of course, collaborating with like-minded brands and people. These partnerships have certainly contributed to our evolution, and I have no doubt they will continue to be an important part of L.G.R’s future.
Q: Are there overriding characteristics that bring you particular success when working in partnership: perhaps a shared expression of family values behind the business, or dedication to craftsmanship and design quality – or something else?
A: For me, the most important qualities in a collaboration are design, product quality and craftsmanship. These are the values that have always defined L.G.R, and they are the first things I look for in a potential partner. I have always been fascinated by design. I love discovering new aesthetics, different creative approaches and the way each brand interprets beauty through its own language. A collaboration should be an opportunity to learn from each other and create something that feels fresh while remaining authentic to both brands.
Quality is equally essential. Our customers trust L.G.R because they know every product is made without compromise, so it is only natural that we partner with brands that share the same commitment to excellence. Finally, craftsmanship is something I deeply admire. Whether it is eyewear, fashion, furniture or automotive design, I have great respect for brands that still believe in making things properly, with care, expertise and attention to detail. When two brands share these values, the collaboration becomes much more than a marketing exercise—it becomes the creation of a product that people will genuinely appreciate and keep for many years.
Q: Which of your collaborations have been in the headlines in 2026 (fill us in a little on who you have been working with and what the experience has been like)?
A: 2026 has been an especially exciting year for collaborations. We’ve launched partnerships with new brands while also continuing relationships that have grown stronger over time through new editions. Among the new collaborations, I’m particularly proud of the one with Alex Rivière. She has a very refined aesthetic sensibility and a broad creative vision. Working with her was a genuine exchange of ideas, and together we created a product that naturally reflects both her style and the DNA of L.G.R. Another collaboration I really enjoyed was with Slowear. They are a brand that, like us, believes in creating products that are made to last rather than follow short-lived trends. We share the same appreciation for quality, craftsmanship and a more conscious approach to consumption, and those shared values made the creative process both natural and rewarding. Alongside these, we have also continued successful partnerships with brands that have become long-term collaborators. I particularly enjoy seeing these relationships evolve over time, because they allow us to build something deeper than a single product. Each new edition is an opportunity to push the creative dialogue a little further while remaining true to the identity of both brands.
Q: I understand you will announce a new L.G.R. mainline collection at SILMO which is particularly indicative of your brand values, a celebration of L.G.R.’s story and its original inspiration?
A: Yes, I can confirm that at SILMO we will unveil a collection that is incredibly meaningful to me. It’s called the Heritage Collection, and it tells the story of L.G.R’s origins and the journey that led to the creation of the brand. The collection is inspired by Ottica Bini, the optical store founded by my grandfather, Raffaello Bini, in Asmara. It was during a visit to that store, where I discovered a collection of beautifully preserved vintage frames, that the idea for L.G.R was born. Heritage is our way of paying tribute to those roots while looking to the future. It is an optical collection that embodies everything L.G.R stands for today: timeless design, exceptional craftsmanship, authenticity and attention to every detail. Every frame has been developed to represent the highest level of quality we have ever achieved, while introducing distinctive elements inspired by Ottica Bini and our family history. Even the names of the models pay tribute to the people who have been part of my life and of L.G.R’s journey. For me, Heritage is much more than a new collection. It is the most personal project we have ever created and a celebration of the story, the people and the values that continue to inspire everything we do.
Q: Finally, I remember speaking to you in 2011 when the brand was very young. You were motivated by innovation as well as being very passionate about traditional workmanship and craft. How do you maintain this energy for doing things in new ways – and what are you most proud of in terms of where you are today?
A: I remember that interview very well. A lot has happened since then. In the meantime, I’ve become the father of five children, and I’ve continued building L.G.R with the same ambition I had from day one: to make it a little better every single day. One of the most important lessons I’ve learned is that you can’t build a great company on your own. It has been essential to surround myself with talented people whom I respect and with whom I exchange ideas every day. A great deal of my energy comes from these relationships. I truly believe that the greatest asset of any company is its people. When I look at where we are today, what makes me proudest isn’t simply the growth of the brand or our international presence. It’s the fact that we’ve built an L.G.R family of nearly 60 people who work together every day with passion, mutual respect and the shared ambition of constantly elevating the brand. That human capital is, without question, my greatest achievement. Everything else is a consequence of having the right people around you, sharing the same values and working towards the same vision.
