Dunelm Optical launches back to school collection

Popularity of adult designs echoed by ‘stylish seven’

15 Jun 2015 by Robina Moss

Dunelm Optical has introduced a Back to School optical collection of seven new boys and girls’ frames designed to make the wearers stand out in the playground.

The new trends in the ‘WhizKids’ range have been dictated by increasingly style-conscious children, who are more aware of spectacles than ever before. According to Dunelm, younger children embrace the chance of looking like their older peers and adults through fashionable eyewear, seeing it as an opportunity to develop their identity.

The new lightweight frames in durable acetate and metal are suitable for toddlers through to pre-teens. They have been specially designed to suit small features and to fit with young lifestyles. Curled arms fit snug round small ears and remain firm in place on active toddlers, while extra padding on the frame bridges protect delicate noses.

The stylish seven frames include bright, two-way colourations and wayfarer shapes to echo adult styles, with prints and patterns etched on sides.

Bicoloured, plastic metal hybrid frames like ‘WhizKids Torres’ epitomise what is selling well for boys this year, pairing a mustard yellow on the inner acetate frame with a navy blue on the outer front and tips, finished with lightweight metal sides.

‘WhizKids Moccasin’ (pictured), is another two-tone effect acetate, in pastel pink and sea pearl with sparkle detail on the sides to appeal to girls.

Dunelm Optical managing director, Peter Beaumont, said: “Children are much more visually aware of their surroundings and what their older siblings, parents or favourite celebrities are wearing. They want contemporary, fashion-forward eyewear and have a strong visual identity in mind from a young age, so the latest colour palettes and shapes in the adult market cross over.”

Mr Beaumont added: “Opticians have done a brilliant job of getting rid of the stigma once attached to children’s eyewear and making young patients not only feel at ease, but excited about their new eyewear.”

Dunelm surfaces all children’s frame lenses so that thickness is kept to a minimum, with no extra charge. To add value for the independent optician, there is also free post when ordering to prescription.

For more information, visit the new website.

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