October and November is press day season. It’s where the fashion world showcases (to the press) what to expect for the next season. It is always a busy time in the fashion calendar, so far I have been to a few press days but because I only cover eyewear it is not as crazy for me. Last Thursday I went along to the Safilo press day and I bet you are all thinking I have never heard of this eyewear brand. That is because they are not an eyewear brand. They are an eyewear design and manufacturing house. I am sure all my readers who work in optical are aware, but this is just a fact for my other readers.
Safilo design and produce eyewear for some of the most iconic fashion brands around the world. Such as Fendi, Jimmy Choo, Max & Co, Hugo Boss, Tommy Hilfiger, Dior and that is just to name a few, but you get the picture. Safilo works closely with all the fashion houses when producing the collections and very often you will see the eyewear range down the catwalk during fashion week in the fashion capitals of the world.
I was rather excited to see the collection because during Silmo it was so busy I didn’t get to have a good look or have a play around with them. It is always good to take a closer look and try them on. I would say three things really stood out to me looking around the press day. Fendi Eyewear, Jimmy Choo and some rather special lenses which Safilo themselves are currently developing and will be rolling them out early 2017.
Fendi needs no introduction and neither does Jimmy Choo. So, why did these brands stand out to me? With Fendi, I simply loved the details they used when decorating the frames, it ties in with Fendi S/S 2017 collection nicely. The shape of the frames is nothing groundbreaking so it really was down to the detailing and the finishing. I loved the 3D effect cat eye frame. The Cat eye shape is so iconic but year after year a revamped version is always about and consumers are still not bored of it which is the main thing.
Again, with the Jimmy Choo collection I was drawn to the detailing because they have very cleverly added clip on jewellery to the frames. The jewellery looked like it was a part of the frames but when you unclip it, with one of the styles, it turns into a pair of clip on earrings. With another style, once you unclip it, you can add it to your necklace or it can make a really beautiful headpiece. The idea may not be new but I really like seeing designers turning eyewear into wearable jewellery.
Finally, I was totally in love some lens development Safilo are currently doing and will be rolling out early 2017. Sunglasses lenses have come a long away from the ordinary grey, green and brown tints. Of course for the past couple of seasons mirrored lenses have been a huge hit. For SS2017, Safilo has developed some patterned sunglass lenses with multi coloured effects. When I tried them on, I expected to see things in different colours and patterns but that was not the case! The multi coloured and patterned lenses did not affect my vision at all. Everything looked normal and that is very clever.
A lot of the design focus has always been on frames and it is refreshing to see design companies are trying to break the mould and put the focus on the lenses. I am looking forward to seeing how this new lens technology will be developed. You can find out more about Safilo here.