Safilo is in a period of “great momentum,” as it continues to grow and look to its future, its country director, Oscar Cera, told OT during 100% Optical (Excel London, 28 February–2 March).
During the show, Safilo launched its new Victoria Beckham Eyewear collection, partnering with the designer following a successful brand collaboration with her husband, David.
Establishing David Beckham Eyewear was the first time Safilo had partnered with a brand rather than a fashion house.
Cera told OT that the Victoria Beckham Eyewear partnership provides Safilo with “something additional to offer to the market.”
Speaking about the extension of the brand collaboration, Cera said: “David is passionate about eyewear, and this later opened the opportunity to start collaborating with Victoria.”
Cera shared that Victoria Beckham is involved in every stage of the design process, adding that she has an appreciation for geometric shapes and loves bold, distinctive designs.
He noted the frame used in Safilo’s advertising for Victoria Beckham Eyewear is an example of this. The colour of the frame, Midnight Dark Blue, is a signature shade of the Victoria Beckham fashion house, and highlighted its wearability.
Cera said that the collection contains a variety of frames from narrow rectangular to oversized statement sunglasses. “It is either very minimalist or we go maximalist,” he said.
Quality and positioning were key factors when developing the collection. Cera said Victoria is passionate about craftsmanship and quality, paying close attention to detail.
On positioning he noted that, “we want to be at the price point that is luxury, but not crazily expensive, so we want to make sure that this collection can be for many people, and not just for the elite.”
He added that the collection has been well received, adding: “So far it has been a great success and the acceptance from opticians is really good.”
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