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With the introduction of her new eyewear collection, created through a partnership with Munich-based firm Menrad, L’Wren Scott is hoping her customer will go for the “look totale.”
This story first appeared in the October 10, 2012 issue of WWD. Subscribe Today.
Each of the 21 styles comes in three colorways mimicking fabric themes the designer incorporated into her spring ready-to-wear collection. She calls the lace effects, tweed prints, shiny metal finishes and embossed velvet all “very signature House of Scott,” as well as the color palette heavy on red and bordeaux.
“I’ve always been obsessed with a head-to-toe look,” Scott told WWD. “I took into consideration that spring will arrive [in stores] at the same time as glasses [in mid-January and early February].”
The collection, which will retail from $249 to $399 at lwrenscott.com, has a corresponding advertising campaign created by House and Holme, featuring a rendering of a mysterious woman donning a sleek pair of gold cat-eye shades.
There is a mix of commercial and fashion-forward silhouettes: the oversize butterfly shape with lace-effect cutouts or the cat-eye done in tweed-printed acetate with a single gold bar that borders the entire frame from arms to rim, as well as simple round or oversize styles.
The most innovative frame is a pair of tinted goggles with grosgrain ribbons looped around the rims that tie behind the head. Think a chicer version of Amelia Earhart’s classic aviator goggles, but not intended for flying. (Scott does ensure that they will never blow off one’s head while on a boat, though.)
The designer, who always has rolls of grosgrain and velvet ribbons in her house, studio and handbag, said the material was the obvious choice to complement this style.
“I tie them around my neck [and] my hair. It’s an accessory thing that I’ve always loved and use in my collection on waistbands, pipings and trims. I asked myself, what do I trim my sunglasses with? I thought, it has to be grosgrain,” Scott said.