VEDERE International 1/2024 by Edizioni Ariminum Srl

New@opti

Marketing & Communication in 2024

2024

Trends: Peach Fuzz colour

n r.

Edizioni Ariminum Srl - Via Negroli, 51/A - 20133 Milano - Italy

T H E F I R S T I N T E R N AT I O N A L M AG A Z I N E O N O P T I C S A N D E Y E W E A R

12th - 14th January 2024

Fairground MUNICH

Booth: C1.421

GO EYEWEAR ITALY SRL. - Via dell’Artigianato 61 - z.i. Paludi 32016 ALPAGO (BL) ITALY | Tel.: +39 0437 184 80 40 | info.marketing@goeyeweargroup.com

See you at MIDO 2024 Hall 2 - Stand H41 H45

T H E F I R S T I N T E R N AT I O N A L M AG A Z I N E O N O P T I C S A N D E Y E W E A R

Fashion Trends Industry

Publishing Director: Isabella Morpurgo

EDITORIAL 5

OPTI 6

NEW @ OPTI

TRENDS: PEACH FUZZ

ON STAGE 26

MARKETING

& COMMUNICATION

IN 2024

NEWS 34

FAIRS 37

New@opti Trends: Peach Fuzz colour Marketing & Communication in 2024

2024

VEDERE International nr.01 / 2024

n r.

Marketing & Economy

Edizioni Ariminum Srl - Via Negroli, 51/A - 20133 Milano - Italy

New Products

Here we go again, happy 2024 to all of us

The new year begins on the run, dodging symbolic storm clouds. The world picture is not the most rosy but, where possible, life goes on and, in our case, trade fairs await us in a few days. Sometimes I find it difficult to talk lightly about topics such as the eyewear market, lenses, sell-in and sellout, fashion trends, but then I think that it is not frivolous, that behind it all there are companies, turnovers, workers, quality of life with a better vision and the guilt disappears. What does not disappear is the hustle and bustle for the next succession of dates. We will start in Munich on 12 January with Opti and then move a few, too few, days later to Milan for MIDO, which will open its doors on 3 February. On 17 February, some will land in New Delhi, India, for In-Optics, before returning to Europe on 24 February where 100% Optical awaits us in London. The job of us trade journalists is to try to understand where the market is going, not only in terms of fashion trends but also in terms of the strategies that are emerging. The big players in the sector are very active and not a day goes by without receiving news of acquisitions and changes of stable. Some interesting new realities are emerging, for example in Italy where Italian investors are creating new production hubs. We see the birth of consortia to acquire historic companies that were in danger of dying, such as the initiative of Theo, J.F.Rey and John Dalia to breathe new life into CEMO. Perhaps it is precisely in times of crisis that the best ideas and initiatives are born. I would like to believe that we are already in a post-war period, an era that historically has always produced effervescent and economically ‘galloping’ years. Unfortunately, this is not the case, but it is nice to dream. Arrivederci!

Isabella Morpurgo Publisher VEDERE International isabellamorpurgo@vedere.it

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opti 2024 Ready for the future of ophthalmic optics

opti Director Cathleen Kabashi

Under the motto #weareopti, opti will be the first international trade show of the year to take place in Munich from 12 to 14 January 2024. Months of intensive and varied preparations on the part of the exhibitors and the opti trade show team invite to an experience trade show that sets new standards. “Four full halls on three power days! The key players and outstanding experts are on board, plus a top-class supporting programme – opti is proving to be a platform for the cohesion of a promising industry,” says opti Director Cathleen Kabashi. Expanding the own competitiveness, protecting the climate, offering better vision? Around 390 exhibitors, including big players, medium-sized companies and newcomers, will provide answers to the urgent questions facing the optical industry. The motto is: get active, marvel, understand and get personally involved on the part of visitors and exhibitors, industry experts and newcomers, i.e. for all those who work together to secure the future

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of this multifaceted, important and healthpromoting industry. As an international contact exchange, opti offers the optical industry the ideal stage in its four exhibition halls with 44,000 square metres of exhibition and meeting space. Not only key players such as Zeiss, Hoya, CooperVision, Silhouette, Marcolin and many more bring life to the trade show motto #weareopti, especially those who have been accompanying and shaping opti for years, such as Oculus, the OWP Group with CAZAL, Vistan, Charmant, Safilo, Andy Wolf, rolf or Blackfin are an important building block for the success of the upcoming event.

Trends in the optical industry The focal point is the trends in ophthalmic optics, which can be experienced live and up close, discussed together and analysed from many angles. The earlier the trends in an industry are known and utilised, the better the chances of being fit for the future. The

Innovation Area with opti Trend Hub in Hall C3.551 attracts visitors with exciting products and presentations, including the Optics Trend Radar by opti, which will be presented to the trade show audience for the first time. The area is complemented by the adjoining new opti Optics Start-up Area, which brings together industry newcomers. In the already well-known opti Boxes in Hall C2, truffle hunters will find the secret stars of frame design competing for the third opti Box Award that is the proven springboard for newcomers in the industry. The added value, apart from the attractive prizes, is the increased attention of visitors through the live award ceremony at the trade fair as well as through communication on all opti channels, before, during and after the trade fair – online and offline. Value of the trophy: a 2,000 euro credit for stand rental plus a four-digit PR booster. The winners will be announced by the international jury on 13 January 2024 at 2:30 pm, once again on the stage of the opti Trend Hub in Hall C3, Stand C3.551.

Four opti Hubs in 2024: trend, myopia, sustainability and career The focus of the upcoming opti is on inspiration, information and interactive dialogue between all participants. To ensure this goes beyond the exhibitors’ presentations, four themed hubs will take place for the first time: 1. New: Trend Hub in Hall C3 Which trends will ensure the success of opticians and the optical industry in the future? Under the motto “Eye like Future”, the new Trend Hub in Hall C3 will provide the answers and enrich opti 2024 with another highlight.

The service robot Pepper makes it clear right from the start: an exciting mix of trend presentations, hands-on technology gadgets and digital steles where you can search for the latest trends yourself are here to be discovered. Cathleen Kabashi, Director of opti, provides deeper insights: “With its finger on the pulse of the times, opti in Munich provides impetus for recognising and exploiting business opportunities in good time – in the form of the results of the first Optics Trend Radar by opti. Technical gadgets can also be tried out on site: From smart holotables to VR glasses used in eye diagnostics. While concise trend stand-ups by international and German industry insiders will keep guests up to date quickly and effectively, the opti Runway Bar will have drinks just around the corner.” 2. opti Myopia Hub supported by Hoya in Hall C4.351 International experts and practitioners will be answering questions from the specialist audience about the latest developments in the field of myopia control and treatment. Sponsors such as Hoya, but also Cooper Vision, Essilor, Rodenstock, Oculus, Visall, SwissLens and MPG&E will comment on research results, insights and best cases. The extensive programme with a total of 22 specialist presentations will be available online at www.opti.de. 3. opti Sustainability Hub supported by Focus with Sustainability Award in Hall C4.353 Sustainability is one of the central trend topics of our time and thus also of the optical

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using high-resolution photography, one eye will be photographed at a time during special lens shoots in Hall C4, booth C4.341 at the special “Lens in Focus” area initiated by a total of seven manufacturers and opti. After highly complex image processing, an individual, unique iris artwork is created. The result: not only a guaranteed eye-catcher and an idea for the optical business, but also a lasting emotional souvenir of opti 2024 in Munich.

industry: this hub will offer lectures and discussion panels on the topics of ecology, economy and social issues. The opti Sustainability Award will honour outstanding initiatives in the field of sustainability for the first time in 2024 and is the further development of the goals of the Sustainability Interest Group (IG), which forms the jury for the award: to sensitise everyone in the optical industry to the need for sustainable action and to move from talk to action. The IG is an association of experts from manufacturers and opticians who have been committed to greater sustainability within the industry since opti 2022. The premiere of the opti Sustainability Award is thanks to the tireless commitment of the IG: “We are delighted to see the three selected finalists pitching for the first award at opti 2024! This year’s popularity shows how much this topic moves our industry and how intensively optical companies are already working on solutions. Every idea submitted is a win - for everyone - and for the industry itself,” said the jury members in an official statement. The pitch and award ceremony will take place on the Friday of the trade show, 12 January 2024 at 3 p.m. 4. New: Career Hub supported by eyebizz in Hall C3.361 Together with eyebizz Jobs, employers and jobseekers from the optical industry will meet here in an inspiring atmosphere for speed dating, career pitches and discussions with high potentials. A job wall, further presentations on career topics and live discussions with professionals at informal themed tables (e.g., the use of AI in HR) bring together professionally suitable players. opti 2024 boosts the desire for lenses In addition to the contact lens manufacturers who will be on site in 2024, the new “Lens in Focus” area could not be more individualised:

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Curated tours on all three days The well-known opti tours can be booked free of charge on all three days of the trade show, while places last, in three variants: 1) For trainees with Sarah Schleicher on the Friday of the trade show from 4 p.m., 2) focussing on ophthalmic optics several times a day with epitop GmbH or 3) daily tours to the independent eyewear brands with Karin Stehr. Link to all topics and dates: https:// www.opti.de/messe/opti-rundgaenge/ Finally back: the #WEAREopti party Apart from the enormous variety of information, current studies and specialist presentations on the industry’s most pressing issues, it is the personal meetings that give opti in Munich its unique DNA. During all three days of the trade show, the YES Lounge in Hall C1.151, the opti Box Bar in Hall C2.171, the new opti Runway Bar in Hall C3.451 and the opti Café by ZVA in Hall C4.235 will provide the perfect atmosphere for personal dialogue. And on the first evening of the trade show, opti invites to the #WEAREopti party with free drinks, snacks and lots of dancing - above Hall C1 in Restaurant C1/C2!. opti Connect: Information and networking before, during and after the trade show opti 2024 will be digitally expanded with opti CONNECT. The platform offers personalised and interactive functions to intensify the exchange between exhibitors and visitors and extend it beyond the trade show itself. In addition to the new ticket service (enquiry via suppliers or regional guild associations), opti Connect makes trade show planning much easier for everyone involved. With opti CONNECT, exhibitors draw attention to their company, attract the right visitors, generate new business contacts and can accurately measure the effectiveness of their marketing objectives. On the platform, their products and brands are presented with images, videos and texts and thus provide an insight into what they will show on site even

before the trade fair. Smart algorithms enables personalised e-mail updates for visitors who are interested in specific products or services. In addition, the algorithms rank the content according to visitor interest. This provides exhibitors with relevant real time key figures about their content’s performance as well as with significantly more transparency about the value of their trade show participation thanks to features on leads, contacts and ticket enquiries, to name but a few. Focussed on the selected topics, everyone can find all the information they need on

the digital platform around the clock and will be regularly informed about news in the respective topic area by Marketing Automation. To use the opti CONNECT platform, trade fair visitors can register free of charge at https:// connect.opti.de

The complete range of products and services is a must: opti brings together the core areas of ophthalmic optics in one place from eye health and eyewear design to IT, devices, business equipment, contact lenses, marketing or IT and supply. Here, exhibitors and visitors alike overcome well-trodden paths, technology and thought bans. In addition to the range on offer, it is the opti audience that makes the event unique: The journey to Munich is worth it. The top ten visitors come from DACH (Germany, Austria, Switzerland), Benelux, Italy, the Czech Republic, France, the UK, Sweden, Denmark, Slovenia and Israel. Another plus is the wide range of topics of interest: Exhibitors win customers with innovations. Trade visitors see opti as an important showcase for the future of ophthalmic optics. With its annual top themes, opti hits the nerve of the times. In 2023, 99% were enthusiastic about the opti innovations: 99% about the opti Sustainability Hub, 99% about the opti Myopia Hub, 97% about the opti Social Media Consultation Hour (which will also be continued in 2024, booking possible via the website) and 97% about the guided tours. The focus is on clear business objectives: visitors want to see and experience new things. Visitors’ top objectives include the search for innovations and trends, the exchange of experience and information, networking, and new business contacts. 96% of return visitors speak in favour of the trade show concept. This gives regular exhibitors the opportunity to tap into new target groups every year and maintain contacts at the same time.

Those who participate expand their business opportunities The motto of the first Optics Trend Radar by opti is: watch, prepare & act. A motto that also applies to the opti participants, around 65% of whom are purchasing decision-makers*. They benefit from the earliest possible assessment of trends in the optical industry as well as from the broad transfer of knowledge and comprehensive business opportunities. A high density of decision-makers is typical of opti and can also be expected in 2024: two thirds of visitors are involved in investment decisions at their companies. And for 89 per cent of those surveyed, a visit to opti has an influence on their purchasing decisions. 91 per cent are looking for new business relationships.

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Apricot Crush and Radiant Red The 2024 Coloro shades inspire Dutz Eyewear for a modern update of cat-eye and circular frames

mod. DZ868-65

Cat-eye frames are a classic style that has never really gone out of fashion. In 2024, cat-eye frames are getting a modern update with bolder shapes and brighter colors to elevate the classic cat-eye style. The Dutz designers have paired tortoiseshell & geometric acetates as well as on-trend translucent acetates with traditional marble pattern acetates to establish a balance between classic charm and current edge. For those who love to stand out and go bold, model DZ2324 is the perfect pick. Circular frames evoke a nostalgic charm and offer a whimsical twist to modern fashion. These frames express nostalgia while adding a modern touch thanks to their classic form and are a fun throwback to classic design. Model DZ868, in fiery red with grey accents, is a bold and stylish choice. This combination offers a striking contrast between the vibrant red and the subtlety of grey, while the funky shape adds an extra element of individuality and flair to the frame, making it stand out as a trendy fashion statement.

mod. DZ2324-46

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Travel through your eyes Discovering NIRVAN JAVAN’s Collection Expansion

The stylistic journey returns to familiar places. Inspired anew by incomparable metropolises, NIRVAN JAVAN presents extensions to its TOKYO, TORONTO and MARRAKECH collections. Handcrafted in Japan from Japanese acetate and titanium, they embody the elegance of modernity. The Eyes must travel.

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Sustainability in charity The Brillen ohne Grenzen Project starts from Munich “Eyewear with no frontier” is debuting at Opti. Voluntary actions in the optical field to help disadvantaged people around the world: this is the purpose of the project. The 17 global sustainable development goals of the Agenda 2030, the Sustainable Development Goals (SDGs) for socially, economically and environmentally sustainable development, are aimed at everyone: governments worldwide, but also civil society, the private sector and science. With this in mind, BRILLEN- ohne-GRENZEN is actively committed to “social sustainability” in a number of areas: 1. Recovering and refurbishing “used” spectacles that end customers are happy to hand over to their opticians “in good hands”. After sorting, cleaning and measuring, these are then sent in parcels of glasses (weighing less than 5 kg) to poor countries or given to appropriate project partners in poor countries. 2. The recovery and temporary storage of new spectacle frames from surplus stock or depreciated inventory - these are used as donations & funding to set up EDA optician workshops in poor countries. 3. The recovery and temporary storage of used machinery and tools for the creation of EDA optician workshops in poor countries. 4. The setting up and active organisation of the so-called “Franco-German friendship for spectacles” with the partners/friends of L.S.F. Lunettes sans Frontière in Alsace/France as a “transnational aid project” with positive repercussions throughout the world. 5. The planned cooperation from 2024 with the “Fonds citoyen franco- allemand” in order to strengthen cooperation between these two important nations and neighbouring countries in Europe through concrete support projects. 6. The new collaboration with KÄFER Service GmbH as the caterer responsible for the trade fair. Delicious “Gudd-Zweck-Puddingbrezel” and “Gudd-Zweck-Donuts-süsse-Monokel” will be sold at the trade fair and the proceeds from the integrated donation shares will support 3 aid projects. You can also buy these delicious snacks directly from the CHARITY stand at the KÄFER Foodtruck and do a good deed at the same time. In conjunction with PRICON & OPTIK.ONE, Dailytec is supporting the BRILLEN- ohne-GRENZEN aid project at Opti 2024 by providing 1000 eco-friendly lens cleaning cloths, which will be given away free of charge to visitors to the CHARITY stand.

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Uncompromized choice INVU for Kids means quality and fun and the Women’s optical collection combines jewelry craftsmanship with modern eyewear design When it comes to children’s sunglasses INVU prioritizes safety and comfort. This is why the INVU designers are using medical grade thermoplastic rubber for the latest kids release. The incredibly durable and flexible material makes the sunglasses virtually unbreakable and the soft, anti-allergenic material is gentle on children’s delicate skin. But it does not stop there. The hidden wire core that has been specially inserted into the temple tip results in a fully adjustable, customized fit. Last but not least, the new INVU Kids edition is equipped with the legendary INVU ultra polarized lens from Swiss Eyewear Group that provides 100% UV protection right up to 400 nm and cuts out harmful and disturbing reflected glare.

Women’s Fashion Optical Frames “Taking inspiration from the past to design modern eyewear provides cultural appreciation and drives continuous evolution in the eyewear fashion industry” says Giulia Ponti, Head Designer of the INVU Optical Collection. With this in mind, the INVU Design Team has been influenced by the jewelry designers from ancient Egypt who first created the legendary rope jewelry embellishment. The luxurious, yet understated temples are in perfect harmony with the fashionable feminine acetate front. The up-todate pastel colors on the front and temple tips accentuate the stunning new rope temple designs in gold and silver. Engineered in Switzerland and crafted to perfection, this is the must have fashion accessory for the 2024 season.

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Eye-catching new eyewear trends for GO Eyewear Bold, vibrant colors and sleek, modern designs wait for visitors at Opti GO EYEWEAR is giving the world a sneak peek into the latest eyewear trends for Spring/Summer 2024. At their booth C1.421 during the OPTI fair, GO EYEWEAR will showcase their newest designs and colors that are sure to make customers feel fresh and happy in the new year. “We are thrilled to give attendees at OPTI an exclusive first look at our innovative new eyewear collections for 2024,” said Paul Van der Beek, manager for Germany and Benelux. “With bold, vibrant colors and sleek, modern designs, these new products reflect the most exciting fashion trends on the horizon while still providing the vision correction and protection our customers need.” The new product lineup reflects GO EYEWEAR’s commitment to helping their customers put their best face forward. The variety of frames and lens options aim to meet diverse style preferences across age groups and genders. Attendees eager for a sneak peek are encouraged to book a meeting time in advance with GO EYEWEAR agents at their OPTI booth. By scheduling ahead of the fair, eyecare professionals can ensure they get quality time to learn all about the 2024 collections without any wait. With these new products, GO EYEWEAR proves they have their eye on the future and aim to help their customers do the same - with clear vision and standout style. With headquarters and logistics based between Portugal and Italy, GO Eyewear is now present with branches in the main European cities and in more than 70 Countries worldwide.

Ana Hickmann mod AH3290

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Hickmann mod HI6305

Classic 18 kt. Gold

Modern elegance at its finest Lunor new lines explains what Quiet Luxury is On time for the opti, Lunor presents the highlights of the coming season: with the Classic 18 kt. Gold and the M16, the Black-Forest spectacles manufacture with tradition launches two new collections expanding its repertoire with elegant understatement designs that show timelessness and the characteristic Lunor savoir-faire. The rimless Lunor Classic Round belongs to the iconic Lunor frames. This model became famous amongst others by Steve Jobs that wore it in white gold for 14 years, and thereby made it its trademark. In 2024, Lunor takes up the concept of this classic and launches the Classic 18 kt. Gold in fine yellow and white gold. The rimless frame combines lightness with luxury, with wearing comfort always ranking first thanks to W bridge and temples finely coated with acetate. The new handmade M16 line is a must-have for spectacle wearers that love contemporary-elegant frames. With its clear lines and reduced design, this collection epitomizes modern elegance while the oval-round shapes in panto or panatomic style set a striking accent. Especially the filigree stainless-steel frame not only convinces with its look but also proves itself by the ultralight wearing sensation. Movable nose pads made of pure and particularly skin-friendly titanium round off the optimum comfort of this frame. The M16 impresses with its high-quality color shades in trendy matt look. The color is applied in an elaborate process with a special preprocessing so that durability is guaranteed. The M16 is available in the variants satin gold, satin blackberry, satin blue, and satin black.

M16 collection

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Joy at first sight

Meadow, women’s optical frame with front in Deep Blue and details and temple in Electroshock

The freshly new LIGHTBIRD Collection showing at Opti An international debut for the new LIGHTBIRD collection. The 100% Made in Italy brand from Belluno presents itself at OPTI in Munich with the new Light_JOY Collection, consisting of six women’s, men’s and unisex models in acetate where the balance between shapes and colours winks at the new generations. Not to be missed is the QR CODE placed on the temple terminal which, thanks to the patented Light_Nest system, connects the company, the optician and the customer. “I decided to introduce a new acetate collection capable of maintaining the style and philosophy of Lightbird, but with a different technical approach - such as the linearity of shapes and the use of a single colour per frame - and more accessible to the younger generations. The Light_Joy Collection represents the joy and cheerfulness that makes eyewear the leading accessory within a personal look,” is how designer Corrado Rosson describes the collection.

Caterpillar, men’s prescription frame with bottle green front and Cubic Honey Havana temple

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Exploring new paths Introducing HUE ColorBoost Lenses: tailored for sports, health and wellness A breakthrough in lens technology with the launch of COLORBOOSTTM, the most advanced color enhancing lenses. Precision engineered to be more than 2X color-enhancing than any competitor, while also maintaining optimal true color accuracy, these lenses promise to redefine visual experiences across industries from sports to healthcare. Used by over 1 million customers globally including military, professional athletes, and medical professionals, these lenses are unparalleled in enhancing color perception while minimizing distortion. Partnerships are in the works with other major sports brands to create specialized lenses for their athletes. Under Armour recently collaborated with COLORBOOSTTM to design the ultimate performance lenses tailored specifically for baseball, enhancing visualization of the ball and surroundings. Additionally, doctors are leveraging this technology to enhance visualization during surgery and other medical procedures. It represents a leap forward in lens innovations from Hue Lens, an American technology company revolutionizing the optical industry with cutting-edge lenses designed using Generative Artificial Intelligence (GAI).

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Abstract Aesthetic Neubau launches its first rimless collection

To mark the beginning of the 2024 season, Austrian premium brand NEUBAU EYEWEAR is introducing its first rimless eyewear collection named “SPHERE” exploring the visual concept of perspectives. The rimless collection embraces the essence of straight lines and linearity, seamlessly manifested through their abstract aesthetic. The stylistic highlight of the collection lies in the lenses in contemporary soft tints, infusing the eight optical glasses with a progressive minimalism. With SPHERE, NEUBAU celebrates a new interpretation of the rimless eyewear trend by following a minimalist aesthetics combined with cutting-edge design. As an exciting and innovative addition to their product portfolio, the collection plays with geometric straight lines and interesting cut-outs that vary from extreme micro shapes to classic octagons. The central element of each pair is a prominent tube made of high- quality beta titanium, which transports the models into a world of linearity, effortless sophistication paired with the avantgarde style. A special accentuation is created by lenses in soft tints like mint, rosé and grey which are used for the first time in the eight eyewear designs. Inspired by new perspectives, the SPHERE collection is named after constellations such as Orion, Andromeda, Octans, Corvus, Phoenix, Cassiopeia, Argo and Vela. Under the credo “Handmade in Austria”, all models combine innovative design, exceptional craftsmanship, as well as high-quality materials and are manufactured in the carbon-neutral (with compensation) production facility in the heart of Austria.

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Bohemian Beauty

Mesmerizing light Ørgreen Optics is poised for a triumphant start to 2024 at OPTI launching a new, captivating acetate collection Renowned for its fusion of minimalist Danish design and unparalleled Japanese craftsmanship, the brand is set to unveil an eclectic mix of eyewear collections, including the “Halo Nordic Lights” collection. Inspired by the mesmerizing Nordic Light, this collection embodies a subtle “halo effect,” where colors gracefully merge along the edges. These acetate frames are meticulously crafted using lamination techniques, featuring exclusive color pairings and seamless transitions from one captivating hue to the next, resulting in visual masterpieces. Incorporating the signature sharp facet cutting and robust acetate thickness from the renowned Volumetrica capsule collection, the “Halo Nordic Lights” enhances the depth of each hue, making each pair an artful accessory for those who appreciate high-end design.

Sheriff

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The eyewear universe.

FEBRUARY 3-5, 2024 Fiera Milano, Rho

MAXGALLI + MIXER GROUP + SILVIA BADALOTTI + ARTIFICIAL INTELLIGENCE.

Andy Wolf - Buttercup Sun

A soft touch With the Pantone Colour of the Year 2024, pastel shades are rediscovered: after years of ‘deep core’ nuance, the delicate and cozy PEACH FUZZ arrives. What symbolic meanings lie behind this shade? by Roberta Mella Simion

Punctually, Pantone Institute decrees the colour of the year, i.e. the shade that best represents the spirit of its time in every field of creativity: from design to fashion, from art in all its forms to communication. After numerous vintages of solid, incisive colours such as Classic Blue in 2020 or the yellow-grey combination of Ultimate Grey 2021, or unusual, vibrant colours such as Very Peri 2022 and Viva Magenta 2023, a delicate, almost rarefied shade is back in the limelight: Peach Fuzz, a soft peachy pink with orange shadows, a poetic pastel shade. The colour of the year 2024 communicates a message of tenderness, kindness and care;

12pm - mod. Empire

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Max & Co - MO0088

the Pantone shade name is not chosen at random with a purely aesthetic approach, but must help tell a story, immediately evoking an image and a feeling. Peach Fuzz is a cosy, soft shade that evokes calm and romance: “Looking for a hue that echoes our innate desire for closeness and connection, we chose a colour that radiates warmth and modern elegance. A hue that resonates with compassion, offers a tactile embrace and effortlessly blends youthfulness with

Max & Co - MO0086

Max & Co - M00089

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Aru Eyewear - Fuchsia

timelessness,” explained Leatrice Eiseman, Executive Director of Pantone Color Institute. Hues can therefore convey not only emotions but also concepts. In fact, there is a real psychology of colour used in marketing: the choice of colours has a decisive influence on the market positioning of a brand and a product. Preference for colours also varies according to age, gender, culture and even climate. Pastel shades such as Peach Fuzz tend to be considered reassuring, and the generation that most identifies with these shades is Gen

Valentino Optical Collection - Daydream

Tom Ford FT1070

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Roberto Cavalli - SRC031

X, i.e. people born between 1965 and 1980 (in between the Boomers and the Millennials). Peach Fuzz, however, can be considered a generational bridge that brings together several age groups and ideally unites classicism and modernity. Pink is also no longer a strictly feminine colour but, especially in its soft version, remains a symbol of delicate and romantic elegance.

Tree Spectacles - Orfeo

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Sea2see Return to port Second part of international photography project takes place in the vibrant port of Marseille In the second part of a journey to coastal areas and locations connected with the sea, ‘seastainable’ eyewear brand Sea2see visits Marseille in France, shooting in the port alongside the fishing community. Against the backdrop of the daily work of the fishing industry, and Marseille’s famous fish market – Marché aux Poissons – the photographer and filmmaker, Edouard Valette, worked with local models to create striking visuals which feature Sea2see products created from waste collected from the sea underlining Sea2see brand’s commitment to highlighting the coastal environment – and issues of plastic contamination around the globe, even if unseen in daily life. “It is my hope that by highlighting these coastal environments as part of what we do at Sea2see, and by committing to removing the polluting plastics in the oceans, we can continue to raise awareness about the grave threat they pose to marine life, infiltrating ecosystems and wreaking havoc on fish and wildlife….. by shooting our imagery in these locations a story about our cause and our commitment is unfolding in the most natural way. The plastic waste in the oceans breaks down into smaller particles over time, known as microplastics, which can be ingested by marine life, including fish. As a result, these microplastics can

end up in the bodies of fish, and eventually, if we consume those fish, the plastic could make its way into our bodies too….” François van den Abeele, Founder, Sea2see. Sea2see has taken the “seastainable” path since its inception in 2016, sometime before the optical industry had begun a shift towards sustainability and sustainable innovation. The B Corp certified Sea2see brand is the only optical company operating its own non-profit Foundation which works in collaboration with local communities to preserve coastal and marine environments and raise awareness about plastic contamination. The Sea2see Foundation is also supporting initiatives to rescue children from slavery in the fishing industry in Africa and provide them with education. All the eyewear featured in the imagery is part of Sea2see’s current “seastainable” ophthalmic and sunglasses collection 2023/24 – the frames are produced entirely in Italy with upcycled marine plastic. Each frame will finance the collection of 1kg of marine plastic.

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Karl Lagerfeld Oversized or innovative: creative genius always stands out KL6126S

A hyper-modern mix of creativity defines the Fall/Winter Karl Lagerfeld eyewear collection by Marchon featuring trendy shapes and exquisite details inspired by the designer’s aesthetic. Designed in mixed materials, the new eyewear offering are bold yet sophisticated, designed to add a modern take on classic eyewear styles. Notable details for this season include bold logos, statement-making shapes, metallics and pops of color. Oversized, bold, feminine. This sunglass style - KL6126S - is designed in acetate with a bold profile and stylish design. Enhanced by the square shape, this celebrates Karl Lagerfeld’s iconic heritage with the fan metal embellishment featured on the temples. Colours: black/white , dark tortoise, petrol/lilac (featured), cyclamen/rose. Innovative and fashion forward, KL6128S is a sunglass style designed in a futuristic shield shape. The wide temples feature the iconic Monogram logo for an unforgettable look. Comfortable and lightweight, this sunglass offered in Matte Black and three Metallic tones.

KL6128S

VEDERE INTERNATIONAL - nr. 1 / 2024

Each word matters Marketing & Communication trends in 2024: honesty and decluttering by Roberta Mella Simion

New year new strategies, but industry and retail are always wondering the same questions: how will consumption change in the coming months and how can we engage customers? Already in 2020, surveys by GfK - a leading company in market research - indicated how quality information had become a commodity. Various global events have challenged our lifestyles but above all our values, which have been repositioned in a Neo-Essentiality dimension. This trend selects normalized, balanced and conscious consumption, with a focus on quality and services, valorizing territory and human capital. A new essentiality consolidated today in the form of desire and choice, no longer due to force majeure as in the days of the pandemic. A ‘New Deal’ with consumers has therefore been implicitly stipulated, whereby communication commits itself to being less narcissistic and more scientific, in order to recover the distance that uncertainty and stress have placed between brand, retail and customers. A passage naturally assimilated by the ophthalmic industry, which has always based its communication on transparency and tangible data, able to create trust and solid relationships. We know how a ‘communication mistake’ can

VEDERE INTERNATIONAL - nr. 1 / 2024

be costly for a brand, especially in terms of image, so today ethical behaviour, consistency and brand honesty are essential points in a deal with both business partners and final consumers: every word counts. Gone are the days of unmotivated upgrades and illusory premiumization, now a clear offering is the basis of an effective communication. In the tourism industry, the hotel reservation site booking.com has tested a marketing strategy based on the most extreme realism; sponsored posts propose basic, bare and unadorned images with a purpose of undisputed objectiveness in promoting accommodation facilities, avoiding to increase the customers’ aesthetic expectations and aiming to convince them with ranking arguments such as service, location and good value for money. Furthermore, essentiality in communication follows another trend: decluttering. Tidying up your home and work, your wardrobe and thoughts, getting rid of the superfluous and ostentatious is considered beneficial, even therapeutic. It is not just an image choice linked to the rise of quiet luxury, but an existential approach imprinting a specific weight in behaviour and words.

INVU communication always focuses on frankness, simplicity, objectivity and good value for money. The brand is perfectly positioned on the market and reflects a segment attentive to image but also to performance and to the real product value.

VEDERE INTERNATIONAL - nr. 1 / 2024

Transitions Style Colors multichannel campaign shows how photochromic lenses effectively work in a daily situation, adapting to different light conditions

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The campaign for SPHERE follows the NEUBAU collection’s visionary inspiration. As a documentary exploration of friendship, individuality, and the limitless possibilities of human relationships, it deals with the theme of unique and infinite perspectives. It invites the viewer into a vast world characterized by liberating feelings, the beauty of diversity and the profound power of new perspectives.

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In the second part of a journey to coastal areas and locations connected with the sea, ‘seastainable’ eyewear brand Sea2see visits Marseille in France, shooting in the port alongside the fishing community. Against the backdrop of the daily work of the fishing industry, and Marseille’s famous fish market, the photographer and filmmaker, Edouard Valette, worked with local models to create striking visuals which feature Sea2see products created from waste collected from the sea - underlining Sea2see brand’s commitment to highlighting the coastal environment – and issues of plastic contamination around the globe, even if unseen in daily life.

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On 21 December 2023 Safilo Group announced the termination of the licence agreement for the design, production and distribution of the Chiara Ferragni branded eyewear collections following the breach of contractual commitments undertaken by the owner of the brand.

The De Rigo family

This year too, the De Rigo H.E.ART Onlus Foundation has chosen to award scholarships to the most deserving children of the Group’s employees at an international level. Scholarships were also given to children attending international institutes: a total of 93 students received the award this year, 52 of whom were enrolled at High Schools and High Schools and 41 at national and international universities. The meeting between the De Rigo family, the prize-winners and their families took place Wednesday 13 December, with an online ceremony in which the students also participated with reflections on the studies they have undertaken and their goals for the future.

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NEWS

Marchon Eyewear, Inc. announced the appointment of Barbara Salimbeni as Managing Director of Marchon Italy. This top management reorganisation represents a further step in the managerial excellence of Marchon Eyewear. Barbara Salimbeni brings with her a wealth of extraordinary experience and expertise, having previously been Senior Director Global Trade Marketing & Marketing Services at Marchon Eyewear, Inc. In addition to her current responsibilities, she will now oversee the legal and administrative activities associated with Marchon Italy reporting directly to Thomas Burkhardt, President of Marchon Eyewear.

MOVITRA has received recognition in Hong Kong in November in the V. AWARDS – organized by optical publication V.Magazine during the HKTDC Hong Kong International Optical Fair. Model Giovanni by MOVITRA has received a SILVER V. AWARD in the Technology Category. The model features a slightly softened square eye shape and represents a fine example of the Italian brand’s state-of-theart eyewear style in its COMBO Collection, a range offering impressive, complex constructions in multiple materials – acetate, titanium and stainless steel - fused with a luxurious aesthetic. The frame features MOVITRA’s one-of-a-kind patented closing mechanism which allows the frame to rotate and fold away, protecting the lenses.

Theo, J.F.REY, and John Dalia create a consortium and take over the activities of CEMO-DECOVISION, renowned for its expertise and talented team. The new owners, driven by the desire to preserve an emblematic source of production, emphasize the exceptional quality of the current team, led by the new General Manager, Mr. Joel Mercier. They recognize the remarkable expertise and dedication to quality as essential pillars of the project’s future success. To mark this new dynamic, the company is adopting a new identity to become: ATELIER CEMO.

NEWS

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TAG Heuer, the illustrious Swiss luxury watch manufacturer renowned for its exceptional timepieces and precision craftsmanship, is embarking on an exciting journey into the world of high-end eyewear in partnership with Thélios, LVMH’s expert eyewear company. Building on TAG Heuer’s undisputed expertise in eyewear, the collaboration will take this product category to the next level. With innovation and excellence at its core, TAG Heuer’s journey in eyewear will continue to redefine its standards to leave an indelible mark of functionality and elegance. The collection will be previewed during LVMH Watch Week on January

Marcolin and Pucci, the Florentine Maison owned by the LVMH Group, announced the early renewal of their exclusive worldwide licence agreement for the design, production and distribution of sunglasses and prescription frames. The partnership extends an existing relationship between the two companies by renewing it until 31 December 2030. This consolidates a strategic relationship that began in 2015. The next Pucci Eyewear collections designed by Marcolin will be previewed at MIDO in February in Milan.

October 17, 2023, Tyrolean glasses manufacturer Rolf received the Materialica Design + Technology Award. Their new Wire collection, which is 3D printed using rapidly renewable castor beans, won over the specialist jury and took first place in the category “Product.” The 100% plant-based glasses models from the environmentally friendly product family are light, robust and durable. Rolf managing director Roland Wolf is delighted with the award: “Materialica is all about sustainability, and that makes it the perfect fit for us and our corporate values. In combination with our fastidious design requirements, with Wire we have been able to create a product that blends closeness to nature with a contemporary feel. Made in Austria, naturally.”

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FAIRS 100% Optical The 10 year anniversary edition is coming

Since launching in 2014, 100% Optical has quickly established itself as the largest and only optical event in the UK, attracting 10,657 UK and international visitors with more than 250 exhibitors. The 10th edition of 100% Optical will take place on 24 - 26 February at London’s ExCeL. Organised in partnership with the Association of Optometrists (AOP), the annual show will offer visitors seminars, catwalks, Future Practice Hub, Dispensing Workshop and, located at the heart of the exhibition, the Design Arcade to discover the latest eyewear trends from emerging and established international brands. Dedicated to celebrating the sector, the Love Eyewear Awards are back for 2024. Launched in 2020 to champion and promote eyewear amongst independent and major designers, manufacturers, and retailers they had a phenomenal response. This year too the panel of eyewear bloggers and stylists had an extremely difficult time judging the entries. Shortlist will be announced on Monday 29th January 2024 and the Awards ceremony will take place on Saturday 24th February 2024.

Award Categories New Designer 2024 - for new eyewear designers who have entered the industry within the last 3 years Women’s Frame of the Year Women’s Sunglasses Frame of the Year Men’s Frame of the Year Men’s Sunglasses Frame of the Year Unisex Frame of the Year Luxury Frame of the Year Kids Frame of the Year Sustainable Frame of the Year Eyewear Accessory of the Year Best Innovation - new to 2024 - this category looks for new and innovative products which uses new technology to help create a positive impact for consumers. From smart glasses to glasses with built in audio, cameras etc. 100% Ophthalmology will make its debut in 2024 as a dedicated event for Ophthalmologists in London, co-located with 100% Optical.

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FAIRS SILMO ISTANBUL 2023 A 10th anniversary of stellar success

SILMO Istanbul, first held in 2013, confirmed, from 23 to 26 of November 2023, its leading position and continues its expansion throughout Turkey as well as Eastern Europe, Central Asia, Middle East and North Africa. More than 500 exhibitors and brands gathered to create a large-scale event, assembling the entire Turkish optical and eyewear industry alongside the major international corporations. For these four dynamic days of synergies, innovation, and conviviality, a record total of 13,385 visitors (+13% versus 2022) – including 80% from Turkey and 20% from abroad, hailing from no fewer than 93 countries – came to explore the SILMO Istanbul experience and to discover a range of solutions adapted to their needs. To guide and inspire professionals, SILMO Istanbul established its Trend Forum, a space showcasing the principal trends through a thematic selection of optical and sunglasses frames from exhibitors attending the trade fair. The hands-on Futurology area was not to be missed, allowing visitors to test smart products, discover new innovations in virtual reality, and experiment with a ground-breaking approach to sustainable production. Training was highlighted with SILMO Academy, a space dedicated to lectures providing insight into the significant challenges and developments facing the sector. Professionals and students enjoyed this opportunity to enrich their knowledge and deepen their awareness of the industry. And to celebrate its 10th year of existence, SILMO Istanbul inaugurated the SILMO Istanbul Awards, presented to leaders of the Turkish optical industry in recognition of their exceptional contribution and continued commitment to excellence in the sector. SILMO Istanbul 2024 will take place from 20 to 23 November.

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THE CATEGORIES & WINNERS TURKISH BRAND MAKING A DIFFERENCE SAUREN by ETILER OPTIK EXPOSURE OF AN INTERNATIONAL BRAND This category is reserved to international brands represented in Turkey by a Turkish company SILHOUETTE by SER OPTIK BEST LOCAL PRODUCTION – SUNGLASSES SWING by PRESTIJ OPTIK BEST LOCAL PRODUCTION - OPTICAL FRAMES MOOSHU by GÜLCE OPTIK BEST LOCAL PRODUCTION - LENSES NOVAX OPTICAL LENSES by BETA OPTIK BOOTH Best booth of the 2023 SILMO Istanbul event CEMFA OPTIK OPTICAL STORE This prestigious special prize aims to promote exemplary professionalism, to encourage excellence among companies and services in the sector, and to foster development. EMGEN OPTIK

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