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SABRINARÉGÉTURO: a blend of heritage and green luxury

Four generations of eyewear artisans have culminated in the launch of Key Optical Europe’s newest collection, sabrinarégéturo. Conceived with design, high quality and sustainability at the core, the brand looks to embody the future. Following the line’s first showcase in MIDO, Europe 20/20 talks to founder Sabrina Régé Turo about 100 years of heritage, the importance of staying true to her principles and her ‘boundless’ ambitions for the brand.

Q: What made you decide to develop sabrinarégéturo? How was the collection received during the three days of MIDO in Milan?

A: Creating a green luxury eyewear brand for women with my name on it has been in my mind for years. I must say that the success achieved by the launch of the new collection at Mido far exceeded my expectations and is absolutely rewarding.

SRT 14 Dicembre 20220319 copia
Latest campaign imagery

I believe very few companies can claim a heritage like ours. I am the fourth generation of eyewear manufacturer and launching my brand 100 years after the making of my great-grandfather's pair of eyeglasses, Gustave, is a real tribute to out history...

Q: Why was the 100th anniversary of the first eyewear design made by your great-grandfather the right time to launch this in-house brand?

A: I believe very few companies can claim a heritage like ours. I am the fourth generation of eyewear manufacturer and launching my brand 100 years after the making of my great-grandfather’s pair of eyeglasses, Gustave, is a real tribute to our history, and to the great passion my father Robert handed down to me.

Q: Why did you want sabrinarégéturo to bear your name? How does the line represent your values and design philosophy?

A: I wanted a brand that would embody the principles that I value and that would represent the craftsmanship of our beginnings, my French aesthetics and a modern look at materials and styles. This brand could simply bear my name

Q: What kind of consumer does sabrinarégéturo appeal to? How would you describe its typical wearer?

A: The brand is designed for women with strong, unique and distinctive personalities looking for quality and unique style. Women who do not want to conform and who think of eyewear as an essential accessory to their outfits.

Q: How does the brand shy away from the sometimes excessive ostentation of other luxury brands?

A: There is no ostentation of the logo on the temples, which are instead embellished with golden pins and end with an S engraved on the golden temple tip. The eyewear has a premium quality that can be seen at first glance, and stands for itself.

Q: What are the technical characteristics of the collection? What about its design and colour palettes is distinctive to what the high-end eyewear market offers today?

A: The shapes are simple yet bold, and the acetates blend with natural colours and volumes. We have played with shades from pink to peach, from teal green to nude look that give a unique effect to the frames.

Q: How did you decide on Mazzucchelli 1849 as the acetate for the collection? Are there any other materials you would like to explore in future lines?

A: For materials I chose the best on the market: Mazzucchelli 1849 premium acetates bio-based and biodegradable with unique colours that enhance the beauty of the shapes. I constantly research new materials, and to me, the most important concepts in today’s world are quality and sustainability.

Q: What does sabrinarégéturo add to Key Optical Europe’s existing brand portfolio? How does it complete the range?

A: Key Optical Europe has many licensed brands, from Cosmopolitan, the brand of the famous fashion magazine, Naf Naf, a renowned French brand, to Les Hommes and Kaporal Eyewear for the men’s eyewear. sabrinarégéturo eyewear completes our offer with a high market positioning.

Q: What does sabrinarégéturo add to Key Optical Europe’s existing brand portfolio? How does it complete the range?

A: I have boundless ambitions for sabrinarégéturo eyewear and I believe it will frame the beauty of many women. This adventure has just begun and I am sure it will stick around!

Keyopticaleurope.com

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