Kering Eyewear and Gucci have announced the start of the first global sales campaign for Gucci Eyewear.

This marks the beginning of the new partnership for the product development, manufacturing and distribution of Gucci Eyewear.

“Fashion and Luxury eyewear is a niche segment in a crowded marketplace,” said Roberto Vedovotto, CEO of Kering Eyewear. “Thanks to our unique portfolio of brands we are now the first company in the industry to be exclusively dedicated to luxury eyewear. Among this portfolio, we are of course extremely proud of our partnership with Gucci, especially given the remarkable momentum that the brand is experiencing at this time.”

In September 2014, as part of a strategic internalization, the Kering Group decided to establish a dedicated company to specialize in fashion and luxury eyewear.

As of Oct. 1 2016, Kering Eyewear began to take orders during a global sales campaign for the January 2017 Gucci collection at events and roadshows in various locations around the world.

A dedicated team of brand ambassadors has been hired to target all markets locally, Thereby ensuring a selective distribution strategy that reflects Gucci’s DNA and consequent alignment of the sunglasses and optical frames alongside the house’s other categories.

“The unique and original aesthetic of our Creative Director Alessandro Michele has allowed us to successfully reignite and reinvent Gucci,” said Marco Bizzarri, president and CEO of Gucci. “Eyewear represents a key category through which to express this new aesthetic. Together with Kering Eyewear, we are now enthusiastically committed to achieving the category’s full potential, starting with this collection.”