MILAN — Italian eyewear producer De Rigo is urgent on with the launch of a brand new home model for which it tapped two supermodel ambassadors, all within the midst of the pandemic.
After inking licensing agreements with Philipp Plein, Gap Inc. and Brazilian males’s model Aramis earlier this yr, the corporate unveiled on Tuesday Yalea, its newest home model positioned within the reasonably priced luxurious phase.
Supermodels Cindy Crawford and Bianca Balti entrance the marketing campaign’s imagery in candid photographs lensed inside a Los Angeles studio.
“They embody inner beauty…they represent Yalea’s key values, they are both beautiful and built their career on that, but there’s also much more to each of them,” Barbara De Rigo, the eyewear specialist’s advertising director, provided throughout a bodily press convention.
“We lacked a dedicated women’s brand within our house brand’s portfolio, we sensed there are a lot of opportunities for nondesigner brands in the women’s eyewear market, which is opening up to this segment,” she defined. Police, Sting and Lozza are the corporate’s different home manufacturers.
“Over the past year we tried to map out new projects because the adrenaline coming from it is the essence of our future,” mentioned Maurizio Dessolis, De Rigo’s govt vice chairman, a frank and forward-looking govt, who managed to steer the corporate by way of the pandemic.
“The launch of a house brand requires a lot of energies and investments and the contribution of the entire company and in such a delicate moment it was hard,” confessed De Rigo. She famous, for instance, that the corporate’s representatives had been unable to attend the taking pictures of the advert marketing campaign imagery.
Building the model on the notion of timelessness and away from seasonal or fashion-driven tendencies, De Rigo mentioned the corporate’s goal was to develop frames that may match completely different face varieties and exalt femininity and individuality slightly than overlaying it.
Each of the 37 kinds — 13 sun shades and 24 optical frames, a few of them additionally coming in petite sizing — is impressed by feminine function fashions which might be seen as aspirational. They embody Carme Ruscalleda, the Spanish chef who scooped up seven Michelin stars — the primary feminine cook dinner to realize such a consequence; Leymah Roberta Gbowee, a Liberian peace activist and recipient of the 2011 Nobel Peace Prize; in addition to Cristina Junqueira, the Brazilian cofounder and likewise vp of branding and enterprise improvement at Nubank, which helps underprivileged ladies entry to credit score strains.
Yalea’s frames boast conventional shapes, with democratic and flattering suits, solely at occasions peppered with pops of nude pink and coral purple, the model’s colours. Dessolis mentioned the merchandise have a “Mediterranean feel” which is anticipated to interact prospects in Europe and the Americas, the place the merchandise can be distributed beginning in October earlier than a world rollout.
In 2020 De Rigo posted gross sales of 350 million euros, down 23 p.c in comparison with 2019, supported by gross sales in North America and Europe of each licensed and home manufacturers throughout the summer time interval. De Rigo serves as a licensing accomplice for plenty of worldwide trend manufacturers together with Blumarine, Carolina Herrera, Furla, Fila and Nina Ricci, amongst others.
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