MILAN — New Guards Group needs a slice of the eyewear enterprise.
The Milan-based style group, managed by Farfetch, final September established a brand new division, devoted to the design, improvement and manufacturing of sun shades and optical frames.
According to an announcement from the corporate — which operates Palm Angels, Ambush, Alanui, Opening Ceremony, Heron Preston, Marcelo Burlon County of Milan, Kirin Peggy Gou, Unravel Project, in addition to the Off-White license — the division goals to use the identical pace and suppleness that defines the group to eyewear, a sector that historically requires longer lead instances.
NGG’s transfer follows within the footsteps of Kering and LVMH Moët Hennessy Louis Vuitton’s creation of their immediately operated eyewear divisions, Kering Eyewear and Thélios, the corporate LVMH established in 2017 teaming up with eyewear specialist Marcolin.
The first fruits of NGG’s new division shall be unveiled this week, with the business launch of Palm Angels’ mini assortment for spring 2021.
“The first time we approached eyewear as a brand was for a capsule we designed for Moncler Genius, which was highly successful. Then we started thinking about developing our own eyewear, which is a product category very in line with the brand’s core, rooted in the Californian style,” mentioned Palm Angels founder and artistic director Francesco Ragazzi. “We started with two styles, but from the next collection we will develop more sunglasses and also optical frames.”
The first Palm Angels eyewear vary consists of two unisex types, Palm and Angel, each outlined by a ’90s inspiration, mirrored within the alternative of rectangular, slim acetate frames enriched with a big metallic utility of the signature Gothic Palm Angels brand. The colour palette ranges from neutrals, together with black, white and tortoise shell, to inexperienced, grey, lilac and purple.
According to Ragazzi, the sun shades, which is able to retail between 200 euros and 250 euros, shall be distributed in choose locations. “We created a super short list of retailers in order to keep this collection highly desirable,” mentioned the designer, including that the brand new eyewear types shall be obtainable from Thursday at boutiques, department shops and opticians worldwide, in addition to on the Palm Angels on-line store and at Farfetch.
To promote the launch of the capsule, the model included the sun shades in a sequence of pictures shot by David Sims, who lensed the model’s spring 2021 promoting marketing campaign.
For the second, the NGG eyewear division shall be targeted on growing the eyewear of Palm Angels and Off-White.
Palm Angeles is opening its first retailer in July in Miami. “It’s going to show a very new, innovative concept,” mentioned the designer, including that extra openings are scheduled from the tip of 2021.
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