Red-hot, red carpet eyewear

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By Denis Langlois

There is now an affordable way for Gwen Stefani fans to emulate the Grammy Award-winning musician’s unique, colourful urban style.

Tura Inc. has launched ophthalmic frames as well as sunglasses under both the pop star’s L.A.M.B. fashion brand and her gx by Gwen Stefani label.

Jennifer Coppel, the company’s vice-president of brand management, says the new collections are entirely fresh additions to the international eyewear market.

“Gwen is a master at fusing so many different styles into a very cohesive and unique vision,” she says.

“She mixes an urban street style with Hollywood glamour, combines masculinity with femininity and fuses industrial hardware details with a sophisticated colour palette.”

A dozen ophthalmic and 13 sunwear styles now make up the L.A.M.B. collection, which Stefani describes as chic, modern and beautiful. A dozen ophthalmic styles are included under the gx brand, which the No Doubt singer says are bold, colourful and more playful.

Stefani is the latest in a growing list of celebrities who have introduced their own fashion-savvy eyewear lines.

It’s a trend bolstered by consumers’ desires to look like their favourite actors, musicians, models and athletes.

The list now includes celebrities like German model and fashion designer Claudia Schiffer, actress and singer Jennifer Lopez, actress and author Joan Collins, professional stock car racer Dale Earnhardt Jr. and music mogul Sean John Combs.

Coppel says celebrities, like Gwen Stefani, are now more larger-than-life than ever before, which can be attributed to the constant connection fans can have with them via social media.

“So, it makes sense that if a consumer admires a celebrity’s fashion taste, they will want to buy products that that celebrity has designed or endorsed,” she says.

Coppel says Gwen Stefani is one of those celebrities that consumers feel a genuine connection to and admire.

“I think so many people want to dress like Gwen Stefani. She has an amazing sense of style that is uniquely her own. She always looks chic and cool. Gwen is a true fashion icon,” she says.

Coppel says Stefani – who has called designing an eyewear line a “dream come true” – works with a team to create mood boards, colour palettes and shape ideas while developing new frames. Stefani tries on prototypes for each design and provides feedback to the team, Coppel says.

American-based Zyloware Eyewear, whose products are available at many Canadian retailers, is another company that designs and markets celebrity eyewear lines.

Its brand portfolio includes collections by music producer and television personality Randy Jackson, Academy Award-winning actress Sophia Loren and model and TV host Daisy Fuentes.

Alexa Faeth, a senior marketing associate with Zyloware, says celebrities are their own form of brand, which makes them able to compete with well-known, major fashion labels.

“We watch them on the big screen, flip through their photos in the magazines and even go to their concerts and events to watch them perform live. We are fascinated by celebrities and trust in the products they advertise,” she says.

“Unlike a blouse or pair of jeans, eyewear is an everyday accessory, so when we commit to a frame, we want to believe in the celebrity brand we are purchasing.”

Zyloware is continuing to grow its eyewear collections by adding new models monthly.

For April, three new models were added to the Sophia Loren Eyewear collection, which features styles with a wide range of flattering colours, exclusive jewel-like styling and feminine accents.

The new SL 1547, which is available in both “natural” tones and tortoise, is a striking full-rim zyl frame for the “modern day woman.”

Two new frames were also added to the Randy Jackson Limited Edition line, including the RJ X123, a sleek and stylish frame for the “fashion-forward wearer.”

Along with celebrity inspired and designed eyewear, high-fashion labels also team up with celebrities to market their hottest products. Celebs like Lady Gaga, Madonna and others have become the face of major eyewear collections over the years.

We are one of Canada’s largest Optical Buying Groups.

New this year, Academy Award-winning actor Jared Leto will be venturing into the world of eyewear fashion promotion, as the face of the Italian lifestyle brand Carerra.

Leto, who is also a musician and director, will represent the brand’s new Maverick collection, the company announced earlier this year.

As the new face of the brand, Leto will recruit maverick artists, musicians and unique minds to be part of a creative video he will be leading.

“I am enthusiastic about this collaboration and about Jared’s commitment to this project,” says Massimo Pozzetti, global general manager of Carrera.

“Carrera chose him because he perfectly embodies the boldness and spontaneity of the new Maverick collection and with great joy we found out that he was already a follower of the brand.”

The Maverick collection debuted in February, along with an international advertising campaign.

Styles in the collection feature an updated shape, unique bridge construction and overall lightness.

Super thin frames for both optical and sun were developed to provide a lightweight experience for all-day comfort and a contemporary look, Pozzetti says.

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