Silhouette Eyewear showcased its latest sunglasses collections at a recent press event and brought contemporary updates to iconic styles with a Miami-inspired campaign.
On the terrace of the Violin Factory in London, Silhouette presented several of its recent collections with a display designed to evoke the atmosphere of the Sunshine City, Miami.
Karen Parsons, head of marketing for Silhouette UK, explains that each frame in the 2022 sunglasses collection is named after a different part of the city. She said, “What we wanted to do was bring that Miami summer vibe to the collection and give each style its own personality and unique identity.”
New for August, Silhouette has injected a fresh take on its TMA collection. The frames are designed without hinges or screws, which is why the frames were launched in 2000 as standard glasses for NASA astronauts.
“TMA Icon has been around since 1999 and it is still the lightest borderless design on the market and hugely popular,” Parsons said. OT. “We added a bit of a fashion twist to the collection this year with a tinted concept.”
The styles are each fully customizable, with wearers being able to select the lens shape, sides and color tone.
“This year we see a lot of shades on the runway during the fashion weeks, so it seems to fit well in terms of trends,” Parsons added.
The resurgence of ’90s and 2000s styles among younger demographics may have played a part in an increased interest in borderless styles, and Silhouette suggested the new shades would further enhance this appeal.
“I think it’s going to be very popular,” Parsons said. “People already have the icon, this is a fun twist and reinvention.”
Highlights of 2022
A highlight of the summer collection 2022 is the oversized frame ‘Fisher Island’, part of the Rimless Shades collection. The high-tech titanium material is lightweight, bringing the frames to 16.5 grams.
The style was featured in a social media collaboration with the musician, Rita Ora, who sported the frame and tinted lens concept in a series of Instagram posts.
The ‘Biscayne Bay’ frame, part of the ‘Streamline Collection’, evokes the sailing aesthetic with a sporty, dynamic shape. The lenses feature Silhouette’s Light Q Gray technology as a photochromic option, while the rimless shades are made from a combination of high-tech titanium and SPX temper lenses for a lightweight and durable model.
The ‘Aventura’ frame is part of the EOS Collection and gives the collection a youthful look. Made from a high-tech SPX+ material developed by Silhouette, the frames weigh less than 20 grams.
Parsons said: “People pick them up and are surprised by how light they are. That is still the crucial element for us: the lightweight comfort that we can achieve in our designs through the combination of frame and lens materials.”
Finally, Silhouette showed its show-stopping limited edition collection for the summer of 2022, the Futura Dot. Only 1964 pieces were released within the collection, the number chosen to reflect the year of the brand’s foundation.
“When we released Futura in the 1970s, it became a bit of a collector’s item. We’ve brought it all up to date and given it a few embellishments. It’s still really iconic and hugely popular,” Parsons said.
Over the past year, Silhouette has won a number of design awards, including the Red Dot Best of the Best for groundbreaking design, with its ‘Fisher Island’ frame, and two Red Dot awards for Outstanding Design for both the ‘Futura Dot ‘ as the ‘New York Sky’.
The brand also recently received an iF Design Award for its Purist Collection and the Silhouette Vision Sensation app.
Commenting on this recognition, Parsons noted that the awards mean a lot to Silhouette designers, as well as to the brand: “It shows that we never sit still. We’re always trying to push ourselves in terms of design and do something different.”
“I think when you get those kinds of awards, it shows that we’re still pushing ourselves in the field of design excellence,” she added.
The TMA Tint collection will be a major focus for late summer and fall, before the holidays take on a touch of elegance.
“Then we’ll be back in Sun 2023 from October to January,” Parsons said. “We have some beautiful designs for next season.”