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SAFILO RETURNS TO 100% OPTICAL 2022 (Booth #W215)

Safilo UK Ltd Stand: W215
SAFILO RETURNS TO 100% OPTICAL 2022 (Booth #W215)

Safilo, a worldwide leader in the design, manufacturing and distribution of sunglasses, optical frames, sports eyewear and related products, is happy to finally be back after the years of pandemic to 100% Optical, the largest eyewear trade show in the U.K. Safilo will have an impactful new corporate booth to greet all show attendees from Saturday, April the 23rd to Monday, April the 25th. 

Safilo Group looks to the future with an innovative approach, going beyond the well-established rules in the industry with a digital transformation strategy that is re-shaping its business 360-degrees. In 2020, Safilo launched a new digital B2B platform to provide opticians with all the necessary tools to succeed, from the most innovative eyewear product catalogue to the most advanced e-commerce and omnichannel solutions. The platform, called You&Safilo, is one of the chapters of Safilo’s customer-facing digital shift, which includes the go-live of a new CRM (Customer Relationship Management) system, and is proof of how customer satisfaction and customer loyalty are, and will continue to be, a key priority for the Company. Safilo is therefore returning to 100% Optical to reaffirm its commitment towards Independent Opticians, introducing the new Spring Summer 2022 collections of three new licensing brands, Under Armour, Carolina Herrera and Dsquared2, alongside those of key brands from the existing portfolio, such as Carrera, Polaroid, Jimmy Choo, BOSS, Kate Spade, Eyewear by David Beckham, just to name a few.


CAROLINA HERRERA – “Bold elegance and style”


Over the last four decades, Venezuelan-born Carolina Herrera has become one of the world's most distinguished designers, garnering numerous accolades and high-profile fans for her signature sophistication and quintessential American elegance. Since launching her eponymous label in 1981, the designer built an empire, widely known as “The House of Herrera” and dressed several First Ladies, including Jackie Kennedy, Laura Bush, Michelle Obama, and Melania Trump. The confident and empowering attitude of the brand, with its feminine and joyful colour palette and expressive taste for distinctive details, such as polka dots and pearls, is embodied by the new eyewear collection in its easy-to-wear shapes and vibrant shades.



DSQUARED2 – “Born in Canada, Made in Italy”


Dsquared2 is a high fashion brand launched in Italy in 1995 by Dean and Dan Caten, twin brothers from Toronto - the double D’s that make the brand’s name. Dsquared2’s philosophy is an edgy mix of Canadian iconography, refined Italian tailoring and playful sensuality. The collections are a seamless melding of contrasts: sporty and glamorous, laidback and extravagant, masculine and feminine, creating a distinctive concept of alternative luxury. Keeping in mind the spirit of the brand, Safilo design team created a wide and complete collection of sunglasses and optical frames, combining the cool, spontaneous and confident style, with sexy and playful details. There are two main lines – a premium Dsquared2, that reveals a sophisticated edge while maintaining the sexiness embedded in the brand’s DNA, and a contemporary one named ICON: energetic, unapologetic and daringly unique.



Under Armour – “Eyewear built for Athletes”


Safilo is rolling-out its first Under Armour branded sunwear and optical collection which spans high performance, sports and active sunwear options for adults and youth. SS22 collection offers high performance and versatile options for all athletes: men, women and children. Designed with an athlete’s relentless will to succeed, the four product pillars that guide the design of the eyewear collection include performance, innovation, lightness and high quality and the collection is clustered into four categories: Performance, Versatile, Outdoor and Youth. The collection includes performance-oriented temples, including a flexible temple with lasered rubber temple tips in colour contrast offering high flexibility and resistance, adjustable nose pads and three key lens features, including UA Polarized Lenses, UA Tuned™ Lenses for use in varied sports environments and oleophobic repellent.





CARRERA will announce its collaboration with the best Italian motorbikes brand, #1 team in 2020 MotoGP championship – DUCATI, which will include the development of a dedicated Carrera | Ducati line of eyewear products.

Moreover, CARRERA continues presenting its Teen range. Featuring both optical and sun styles, the collection is targeted toward boys and girls ages 12 to 15. Designed with the young generation in mind, the frames are easy to wear and offer bold designs that showcase the evolution of Carrera’s distinctive style.

POLAROID will present a broad assortment of trendy new optical designs, continuing to offer a Sustainable Choice on many optical and sun styles for adults and kids, ranging from men, women and unisex designs. This sustainable collection that respects the nature is made of a special selection of materials: eco-polyamide, eco-acetate, recycled metal and dedicated packaging with recycled paper.

Eyewear by David Beckham will return to 100% Optical after its debut in 2020 with a collection of iconic sunglasses and optical frames featuring retro-influenced design and offering timeless style.

BOSS has big news this year with their rebranding campaign and the new logo. The new look was launched with the 2022 #BeYourOwnBoss campaign that became viral. BOSS SS22 collection includes contemporary rimless styles, a capsule collection in sustainable acetate and a more extensive and glamorous collection for women.

Jimmy Choo Spring Summer 2022 collection introduces a new range of sunglasses and optical frames, reflecting the glamorous, sexy and alluring spirit of the Jimmy Choo woman. Jimmy Choo is British at heart, and its timeless London collection is combining price and functionality, best-seller optical shapes, flex hinge, iconic Swarovski embellishment, colour and glitter touches in rich bilayer acetates.

Kate spade Spring/Summer 2022 optical collection exudes feelings of lightness, through beautiful crystal colourways accented with rich jewel tones, and joy, through the use of fun shapes and pops of floral and stripe accents. The unique selling points are small sizes of the frames available for all ages, starting from tweens (9-12 yrs). The collection is highly recognizable due to a feminine aesthetic, iconic design, dedicated patterns, colourful treatments, and the exclusive spade logo.



About Safilo Group:

Established in 1934 in Italy’s Veneto region, Safilo Group is one of the eyewear industry’s principal players in the design, manufacturing and distribution of optical frames, sunglasses, sports eyewear, goggles and helmets. The Group designs and manufactures its collections by blending stylistic, technical and industrial innovation with quality and skillful craftsmanship. Research & Development and design have always been the Group’s cornerstones: thanks to its constant experimentation with new materials and shapes, and to its specific skills and savoir-faire, Safilo sets the latest eyewear fashion trends worldwide and plays a key role in the global eyewear industry. With an extensive global presence, Safilo’s business model enables it to monitor its entire production and distribution chain. From Research and Development in five prestigious design studios, located in Padua, Milan, New York, Hong Kong and Portland, to its six company-owned production facilities and network of qualified manufacturing partners, Safilo Group ensures that every product offers the perfect fit and meets the highest quality standards. Reaching approximately 100,000 selected points of sale worldwide with an extensive wholly owned network of subsidiaries in 40 countries and more than 50 partners in 70 countries, Safilo’s well-established traditional wholesale distribution model, which encompasses eyecare retailers, chains, department stores, specialized retailers, boutiques, duty free shops and sporting goods stores, is complemented by Direct-to-Consumer and Internet pure player sales platforms, in line with the Group’s development strategies. Our brands The Group’s portfolio encompasses own core brands and licensed brands. For both categories, Safilo designs and manufactures collections of optical frames, sunglasses, sports eyewear, goggles and helmets that combine research with innovation and style to meet the expectations of the different brands, opticians and customers. Safilo’s own core brands are strategically crucial to the Group’s development goals which is why, alongside those already part of its portfolio – the most significant being Carrera, Polaroid and Smith – there have recently been two great new additions through direct acquisitions – Blenders Eyewear and Privé Revaux. The Group’s licensed brands are among the leading and most diversified in the eyewear sector. A multitude of fashion houses turn to Safilo for their eyewear collections, recognizing the great expertise and knowledge that it has built over the years, its ability to best interpret and enhance every single brand’s DNA, and the unique savoir-faire that enables it to create success stories in the eyewear industry. With more than 30 brands, Safilo’s portfolio covers all consumer segments: from Fashion Luxury – with Boss, Carolina Herrera, Jimmy Choo, Isabel Marant, Missoni, PORTS, Moschino and Safilo – to Lifestyle – with Carrera, Chiara Ferragni Collection, Dsquared2, Eyewear by David Beckham, Marc Jacobs, Levi’s, Tommy Hilfiger, Tommy Jeans, Kate Spade, Banana Republic, Fossil, HUGO, Juicy Couture, Liz Claiborne, Love Moschino, M Missoni, Pierre Cardin, rag&bone and Rebecca Minkoff – and Sports & Outdoor – with Smith and Under Armour – to the fast-growing Mass Cool segment –with Blenders, havaianas, Polaroid, Privé Revaux and Seventh Street.


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