By  on October 3, 2012

Three established brands are debuting new eyewear at the Silmo optical tradeshow, which runs from today to Oct. 7 in Paris. BALLY The 101-year-old Swiss brand will unveil its first collections of sunwear and optical eyewear for men and women through a partnership with TWC-L’Amy. The 49 styles — split almost evenly between sun and prescription silhouettes and retailing from $230 to $450 — run the gamut from classic aviators with red leather accents at the bridge to thick plastic cat-eye frames. Sunwear will hit Bally boutiques in December, with distribution expanding in January to the brand’s retail partners. Optical frames will be released early next year too. MAISON MARTIN MARGIELA This week will mark Maison Martin Margiela’s foray into optical eyewear — and a continued partnership with Cutler and Gross. The fashion house, which has worked with the London-based eyewear manufacturer since 2010, will release four silhouettes of weightless, stainless steel frames that come in silver or polished copper gold. Frames, including featherweight cat-eye and round rims, are set for a spring release date and will retail from $560 to $730. ANN TAYLOR Ann Taylor has inked its first licensing deal in the brand’s 58-year history: a multiyear agreement with L’Amy America to produce sun and ophthalmic eyewear (as well as watches). The firm will design, produce and distribute the eyewear — expanding Ann Taylor’s reach beyond its retail and e-commerce channels for the first time. The sunglasses, retailing from $68 to $128, will debut in Ann Taylor doors in May, rolling out to retail partners in 2014. Ophthalmic and high-end readers, which will both launch in 2014, will range from $128 to $198 and $28 to $58, respectively.

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