GERMAN EYEWEAR BLENDS FORM AND FUNCTION VISION CORRECTION FOR SAFE DRIVING KEEPING YOUR ONLINE REP PRISTINE

Transcription

1 GERMAN EYEWEAR BLENDS FORM AND FUNCTION VISION CORRECTION FOR SAFE DRIVING KEEPING YOUR ONLINE REP PRISTINE

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3 Inc. 's Ted Baker collection is defined by humor and pop culture refer be the largest living generation, and ences. For 2015, a playful campaign it is important to communicate in the spaces that they choose to be in," GEEKCHIC Ted RakerR874byTura st1owcases colorful fruit collages wrth faces with t he tagline: "Keep explains Beverly Suliteanu, ~ce pres been running ijs Ufe Beyond Walls Your Eyes Peeled - Eyewear With ident of product development for WestGroupe, whose Supetflex and series featuring pieces from the Archive Collection on social media. De Appeal. ' VP of marketing Audrey Pavia asserts, "Ted Baker's designs KLiiK: denmark brands cater to this signed in the late '80s and early '90s celebrate beauty and individual segm ent. Characterized by qualities and updated to reflect Ieday's fit pa ity, connecting on a personal level, suc h as a desire for individuality, are rameters, modern optics, and trend which is exactly how Millennials Ject ion of the status quo. civic-mind ing colors, the Archive Collection's like t o connect." They aren't slaves edness, and a high dependence on authentic look reflects the Gen Y ge to labels, either. according to Ken technology, the Millennials also per stan, according to SMITH category m ark Optical, wt1ich produces ken ceive glasses to be oool. manager Joe Synder. Safilo's iconic sie and Original Penguin eyewear. Carrera brand goes back further; the "They will buy what completes their SOCIAL BUlTERFLIES first sunwear came out in 1 956, and look,'. says Amanda Lock, product "If consumers see a style or a color on lnstagrarn or Pinterest, they expeel to be able to find something very it has been reinterpreted and remastered for n le global campaign "Out There" (ttout111ere) features SERIOUS QUALITIES 0"17154 style. "Fasl1ion for t11is segm ent is a designer for kensie, who also has this advice for optical shops: "Let them feel like they make the product s imilar very quickly,' says Kat Hard brand ambassadors in dynamic fast-moving target, so it's essential trendy- the glasses are just becom ing, senior marketing coordinator for videos and encourages viewers to that retailers know the story behind ing a part of who t hey already are." The McGee Group, which designs share their own journeys. GUESS t he product and can pass it on to the This well-educated, d iscerning the XOXO Girl brand with bright, bold Eyewear from Marcolin USA has a patient," says John Deluna, vice group also has a serious side, ac colors. Since the ''XOXO customer Rolodex of style bklggers whom they president of marketing. Zyloware cording to Ogi Eyewear CEO Joe is plugged in at all times," the company works with ijs licensor to cre invite to launch events, and then the latest looks are sent into the blogo Eyewear's bold Leon Max line also has a Limited Edition Collection for Tallier. "They expect extraordinary design and amazing quality," t,e ex ate mont hly eye-catching photos to sphere, according to CEO Fabrizio stand out looks (for more, on this plains. "This is an incredible genera post. "Millennials enjoy m ultitask ing, Gamberini. collection, see "Leon Max for To t ion that will help redefine our nation so images or infographics and head day's Fashionista," p. 40). and once their business is earned, lines are best when trying to catch RETRO STYLE, FABULOUS FIT When it comes to design, the they tend to be loyal." their attention,'' Harding adds. Video content also promotes strong engagement, and SMITH has Nouveau Eyewear's Car1tera for men and Hot Kiss for women both feature a blend of vintage, modern bolder, the better, and the quirkier t he messaging, the more it resonates with this generation. Tura, Mic hele Silver is managing editor I otvcpn. WHERE TO FIND IT Kenmark Optlcol S kenmarkoplical.com II Marcolln US.ll marcolin.com II The McGee Group mcgeegroup.com II Nouveau Eyeweor nouveaueyewear.com II Ogl Eyeweor ogieyewear.com II Softlo US.ll safilo.com II SMITH smithoplics.com II Tura. Inc lura. com II WestGroupe westgroupe.com II Zytowore Eyewea r zyloware.com 26 II AUGUST 2015 VCPN TOTAL LYOPTIC1>.L.COM

4 RFTROSPFCTIVF Hooked on Life By Kendra Klapheke, MEd Westgroupe's FYSH UK line was launched nine years ago \1\~th tl'e goal of being or ginal, "ur'ky, and dovvntight bold. Durino ~s lifetime, the collection has made some mpactful fashion statements and continues 10 be an edgy ey8'near brand that is sur-e to bio'n the sharks out of the \Nater. rysh C\!OLU~ION Originally a women's and men's line, the company decided to phase oul the men's styles in 2008 and concentrate on the female age group who appreciated the collection's bold colors to show off their unique personal style. Throughout the years, FYSH UK has continued to evolve by incorporating innovative design elements like laser cutting, acid etching, and digital printing.ln addition, the brand's shapes and colors don'l jusl mirror popular eyewear trends, they create them. URGANCOOL FYSH UK continues to be dedicated to color and fashion, and WestGroupe has added larger styles and a variety of shapes. The line is inspired by women w ho embrace their own spirit and w l1o are dedicated lo making every moment count. The brand's t agline is "Hooked on life," which says volumes about how 111e company approaches designing FYSH UK. There's nothing muted or boring. it 's all about giving dynamic women sometr1ing that makestllemtsel empowered. DA 'JG_ING ON - 1 C LIN[ nated acetate with a cat-eye shape and WestGroupe releases approximately tortoise pattern along the brow bar and 24 new models annually. One hot temples. Full-rimmed, two-tons stainless steel F-3527 boasts feminine flair frame this year is F It's a modi fied cat eye and made of stainless with a laser-cut interwoven pattern steel with purple tortoise epoxy applied along the brow line. Another F-3539 features handmade translu on file temples. A modified cat eye, great st)~e is ret ro- inspired F-3514, cent -sparkled acetate with eye-catching metal accents on I be endpieces. available in transparent red with red tortoise along 111e brow line and Kendra Klapheke is the Office Manager and frame specialist at St. Mat temples. Not to be missed is F-3526, a lamithews V1sion Center in Louisville, KY. 71!.7r_::,S{(if(JLijJ(,' // westgroupe.com 36 II AUGUST 2015 VCPN TOlAL. t..yopt IC~ t... COM

5 SPY, CROSSTOWN COLLECTION. SIL.I-IOUETTE. TITAN! SPY x RICHER POORER TR1>.NC1>.S CLEII.RVISION OPTICAL CO.. ONE SIGNATURE Crafted in Austna from lura. INC i SAFILO. THIERRY i L.ASRY FOR FEND I. Inspired by the lash ion label, this model ASPIRE, INCOGNITO one piece o f titanium EYEWEAR OT17 SYL.VY in handmade acetate Created wilh 3D which creates a har Box spring hinges, WESTGROUPE, A trip to the Fendi and the color-ccn printing technology, ClearVision's Aspire monious contour for the lenses, the Titan custom sizing, and TITANflex materials SUPERFL.EX KIDS, SFK 134 archives of the '80s and '90s was the trasting SPY Happy Lens.,. features trans sun collection oilers One signature col define th is line tor Upbeat, trendy colors inspiration lor this col parent polka dots and three sleek styles: lection is every bit active kids. Girls look wit h creative details laboration with one comes in a premium Famous (cal eye), Silhouette: no screws, sweel and playful in and lively designs o f-a-kind patlerns. leather case along Incognito (navigator). no hinges, and is a cat eye with bright define the back-to Cat -eye Fanny pairs with a pair of men's and Anonymous (avia ffex ible yet sturdy. colors while boys can school collection in patterns w ith solid Richer Poorer socks tor) I hal each come in lt1ree colors and feature a proprietary, adjustable nosepad system and screwless hinges , aspireeyewear.com. Creating this ul timate look in rninirnalisrn takes nearly 200 steps , silhouette.com. choose the popular vintage look in a reel angular shape and two-tone metal plating , tura.com. acetate or stainless steel. Girls can c hoose fun combos of pink! turquoise, purple/lilac, or red/peach while boys l1ave their pick ot brownrblue, gray/ red, colors and a micro Pequin texture. The boldly square Sylvy shows off overlapping layers of cubist patterns and transparent color , in the same pattern , spyoptic.com. or black/gun, and gray! silver , safilo.com. westgroupe.com. 46 If AUGUST 2015 VCPN TOTALLYOPTICAL.COH