De Rigo launches new house brand

The company adds to its portfolio with an ‘all-female’ eyewear brand; Yalea

De Rigo/Yalea

De Rigo has launched a new proprietary brand designed for women, marking its fourth house brand.

The Yalea brand of sunglasses and prescription eyewear will aim to “promote contemporary women,” through a “timeless, elegant and feminine brand that is an inspiration to all women.”

The company suggested the new brand will combine aesthetic and ethical values and aim to inspire “strength and confidence.”

Models in the collection will “frame the face without concealing it,” the company explained, adding that the styles will also be named after inspirational women who have distinguished themselves through their life choices, commitments and achievements.

The branding for Yalea aims to present “essentiality and elegance” with a clean font and inverted ‘Y’ for an original twist, along with a colour palette of nude-tones and coral-hues.

Announcing the new brand, the company highlighted the role the new business plays in its strategy, explaining how De Rigo had worked to innovate its business model, “and re-think its organisation in order to intelligently address the challenges posed by contemporary markets,” over the past two years.

“With this new project, the company wanted to invest in the creation of value starting from its strengths,” the statement continued.

Collections from the brand are set to be available for delivery from De Rigo UK from October 2021 with viewings likely from August onwards.

Introducing the new brand, Barbara De Rigo, De Rigo chief marketing officer, said: “Yalea is a tribute to the success of women. We have put our know-how at the service of a collection, distinguished by its contemporary elegance, to create frames that are characterised by a style which goes beyond time and fashion.”

Reflecting on the reason behind the brand’s focus, De Rigo added: “My mother personally contributed to the founding and development of De Rigo which, from the very outset, was also characterised by the large number of women at the company. This is why we wanted to enrich our portfolio with a new all-female brand.”

The American model, actress and businesswoman, Cindy Crawford, and Italian model, Bianca Balti, have been named as ambassadors for the Yalea brand.