FALL WINTER 2020 COLLECTION

ENDORSED BY LENNY KRAVITZ

ROCK STAR LIFE

Men in suits in the lounge in a Californian home:
presenting A$AP Rocky, Iggy Pop and Tyler, The Creator in the new Gucci Tailoring campaign.

FALL WINTER 2020 COLLECTION

Carefully building an experiment of magic neorealism with an undetermined outcome, Alessandro Michele gave the models of The Ritual campaign no script to follow.

NEW arrivals

Driven by a desire to make eyewear more sustainable, the LE SUSTAIN collection is committed to implementing meaningful and sustainable business practices that reduce environmental impact across every aspect of production, packaging and supply chain.

The launch collection of LE SUSTAIN sunglasses are crafted using Truegrasses, a material made from 23% grass fibres and 77% recyclable thermoplastic.

INSPIRATION: BACK TO THE....


1950's

The 1950’s were a decade where everyone was wearing sunglasses and eyeglasses — even if they didn’t need them.

 

The most popular style were the 50’s cat eye sunglasses with colorful plastic rims and a dab of sparkle in the upper corners. Other shapes like triangles, squares, hearts, and classic retro round sunglasses were trendy as well.

 

For men (and some ladies), the horn rim nerd glasses were the way to go.


1960's

In the 1960’s, special emphasis was given to functional features and the practicality of glasses.

individual manufacturers produced partially through handicraft, incredibly solid glasses which entirely served to protect the eye.

 

With stars like Marilyn Monroe and Elvis Presley, movies like “Breakfast at Tiffany’s”, “Easy Rider” and “The Thomas Crown Affair”, the 1960’s was a time of changing life attitudes and transformation in how people viewed their own individuality. Sunglasses were an expression of this. 


1970's

In 1968, the eyewear material “Optyl” was presented to the public for the first time and it changed the production of spectacles to an unimaginable extent, fashion eyewear could now be mass-produced!

 

 

Sunglasses from the 1970’s are large, light and fantastic. The Bigger the Better! ALWAYS OVERSIZE AND MOSTLY ROUND.

 

The frames have wonderful simulated textures, patterns and gradient lenses


1980's

In the 1980’s, Optyl expanded its supremacy and brands like Cartier,  Jaguar, Lacoste and Porsche made great from it.

Besides the historical development of design and material, there still were some brands, which remained true to their principles. Thus, Zeiss, Ray-Ban and Persol still in part manufacture glasses or sunglasses with mineral-glazed lenses even today, in order to emphasize their claim to quality. Because despite the heavier weight, the mineral glasses still have some advantages compared to the plastic lenses, e.g. the increased scratch-resistance.

 

Cazal gained worldwide reputation by extrovert design and daring colors in the 80s.


1990's

In the beginning of the 1990s, the design of the glasses gradually became more colorful and playful. Many details ornamented the frames and various new developments stimulated the market.

 

The 1990’s were a time of change for eyewear, with fashion and consumer behaviour changing dramatically. Suddenly the focus was on price and fashion became simpler.

 

Many consumers chose to buy cheaper eyewear models – although with the hidden intention of buying glasses soon afterwards if the one they had just bought only lasted one season.

FALL WINTER 2020 COLLECTION