Lebanese couturier Elie Saab is creating its first ever eyewear line set for launch in January 2017 (Sorry, long wait!).
The nine-year agreement will bring the house’s craftsmanship and feminine fashions to a new product category, opening up the brand to a more aspirational audience than its usual creations allow. Much like fragrance and beauty, eyewear is an accessible entry point to a luxury brand.
Elie Saab’s collection of eyewear, made in Italy and Japan using precious materials, will launch in January 2017. The line will be carried at exclusive eyewear specialists and Elie Saab boutiques. Signed by the label’s eponymous designer and founder and Safilo CEO Luisa Delgado, the partnership will continue until 2025.
In a statement, Mr. Saab said, “Creating an eyewear collection is a logical evolution that follows the development of our accessories line. In Safilo, I have found a partner of trust able to operate at the highest levels of sophistication, envisioning and then bringing to life my creative vision in wondrous frames of outstanding quality, with the finest materials and details.”
Eyewear is big business for luxury brands, with a $13 billion market for premium eyewear created by fashion houses, according to Business of Fashion. Last year, luxury group Kering (owners of Gucci, Alexander McQueen, Bottega Veneta and many other luxury labels) announced plans to take back control of its eyewear business to capitalise on the full value of that segment of its business. The luxury conglomerate realised the potential market for its eyewear and decided to set up a new business model that allows for the entire process, from development to marketing, to be handled in-house. This has allowed each brand to develop its eyewear using the same strategy and positioning used for the rest of its merchandise.
Source: Luxury Daily
