Good news: Marketing

BOLLÉ’S 130TH ANNIVERSARY

Séraphin Bollé founded his eponymous brand in Oyonnax, France, in 1888. Unusually for the time, he used a new celluloid material that was to become the cornerstone of Bollé products for the first few decades. As the brand developed, it conquered the world of sport to become
a globally recognised reference. Over 130 years later, Bollé products are distributed and worn the world over, dominating the specialist sports markets (board sports, golf, tennis and water sports) as well as the field of lifestyle eyewear that meets everyday needs.

BOZ’S FLAMBOYANT STYLE

Created in the late ‘90s by Joëlle Rey, the wife of the brand’s designer and artistic director Jean-François Rey, BOZ instantly catches the eye with a decorative style that combines creative boldness with elegant style. With its daring colour combinations and sophisticated prints, the brand’s USP is its improbable graphic juxtapositions. The bold design of these high-end, joyful and highly colourful models makes for exceptional pieces that surprise, entice and provoke with a flamboyant and entirely uninhibited style echoed in the brand’s new communications campaign.

KIRK & KIRK EYEWEAR APPROACHES ITS CENTENARY

The Kirk family became pioneers in the optical world when Sidney and Percy Kirk opened their first workshops in London in 1919, devising innovative ways of crafting their frames and managing their company. Their couriers were the first to deliver eyewear by motorbike through the streets of 1920s London. Three generations later, inspired by their heritage as well as twenty years of passion for eyewear, Jason and Karen Kirk launched Kirk & Kirk, a bold, creative brand that has remained committed to producing the finest eyewear since the beginning of the twentieth century.

A STAR DESIGNER FOR CHARMANT

For the first time, the Japanese Charmant group has joined forces with a French designer, Caroline Abram, to create an exclusive titanium capsule collection. Around ten models, in which the designer’s highly feminine style meets Japanese rigour, were presented to buyers and the international
press at last year’s Silmo. This is also a first for Caroline Abram who had never designed eyewear for another brand before.

FRANÇOIS PINTON EMBODIES THE NEW COOL

The François Pinton company, part of the French KNCO group, announces a creative wind of change for its classic/modern collections, a dynamic that is supported by a communications campaign in which men and women pose with elegant nonchalance to embody a new cool.

NEW PERSPECTIVES FOR VUILLET VEGA

Founded in 1843, French eyewear brand Vuillet Vega is celebrating its 175th anniversary with a change of image: a new, modern logo and a refreshing new advertising campaign. The aim is to look to the future, offering ever more creative and innovative eyewear by drawing from the brand’s considerable heritage and asserting its French production and EPV (living heritage company) certification that celebrates the excellence of French craftsmanship.

MONKEYGLASSES’S COMMITMENT TO SUSTAINABILITY

MONKEYGLASSES MortenAndMai-Britt_wearingPaddingtonAndPoet copie

Since 2010 the Danish Monkeyglasses brand has adopted a position of «sustainable development» and a commitment to supporting the circular economy. The two directors, Morten and Mai-Britt Seaton, take into account the entire life cycle of a pair of glasses, from the design to the choice of materials, production and durability of the eyewear. It’s a virtuous circle that conforms with the directives of the UN’s Global Compact on companies’ social responsibility. They also support savetheorangutan.org, an organisation that rescues and protects wild orangutans that are victims of the destruction of their natural habitat in the tropical forests of Borneo.

PANAME’S GLOBAL CONQUEST

The Parisian trio (Nicolas Loison, Jérémy Pelletier and Flab) who created Paname continue their global conquest. The young brand has made its mark on the world of eyewear thanks to its sustained and coherent marketing and communications campaigns and collections that evolve towards ever greater creativity and modernity in a less retro, more contemporary spirit.

VAVA MEETS ARCHITECTURE

The cutting-edge, visionary Portuguese brand Vava is greatly inspired by architecture. This passion was taken to its natural conclusion when the Portuguese architect Àlvaro Siza Vieira, 1992 winner of the Pritzker Architecture Prize, designed a capsule collection of three models that reflect the brand’s futuristic aesthetics. They were photographed outside the church of Santa Maria in Marco de Canaveses, Portugal, one of the architect’s most emblematic creations. Built between 1994 and 1997, it is considered to be a paradigm of contemporary architecture and provides an incredible backdrop for the Vava eyewear.

AN IMAGE CHANGE FOR MOREL

Morel unveiled its new image at the 2018 edition of Silmo. A dynamic, ambitious communications campaign reflecting the Morel company has become a reference in French eyewear on the international scene. The graphic theme of the new communications features a circle, symbolising the family circle and echoing the story of Morel, an eye, as eyewear lies at the heart of its expertise, and the world, presented as a playground. The  campaign caught the eye of the jury of the 2018 Trophées de la Communication awards, who awarded it 3rd prize in the «Best audiovisual production » category.

WEARABLE MUSIC FROM VINYLISE X AC/DC

The Hungarian brand Vinylise, founded by Zachary Tipton, has begun a unique collaboration with the Australian hard rock band AC/DC to create a collection of men’s and women’s sunglasses made from the group’s vinyl records. What makes Vinylise unique is the fact that it makes its eyewear from vinyl records, a technology that it developed and mastered in 2004,  reusing three tons of vinyl a year to produce its frames.

ANGEL EYES MOVES THE CURSOR

The French company Angel Eyes (Vinyl Factory and Freakshow) has been exhibiting at Silmo for the past ten years. At the latest edition, it drew on its passion for music, retro inspirations and stylistic eclecticism to demonstrate its flair for marketing. The new collections were presented in a retro gaming, 1980s-inspired setting with arcade games, pinball machines, DJs, breakdancing groups and street food stands. A new way for the brand to mark its territory, in which gaming, music and design are closely intertwined.

LA JUNGLE DE WOODYS BARCELONA

The new collection of optical frames (13 models and 50 variations) and sunglasses (8 models and 28 variations) by Spanish brand Woodys Barcelona is immersed in a  very special jungle, full of energy. A joyful, graphic and highly colourful scenography to «bring out fans of the brand’s wild side».

Donwload Trends by SILMO n°23 (PDF)