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Safilo Group SpA is kicking off the 10th anniversary of its Solstice Sunglasses retail chain with a new Carrera capsule collection and private party at New York’s Gansevoort Plaza today from 1 p.m. to 3 p.m.
This story first appeared in the June 20, 2012 issue of WWD. Subscribe Today.
The party, which will then open to the general public from 3 p.m. to 10 p.m. and remain open Thursday from 1 p.m. to 8 p.m., will will feature DJs such as Mia Morretti, Solange Knowles, Nina Sky and Dirty Projectors, as well as performances by a professional parkour troupe.
Actor Adrian Grenier and Victoria’s Secret model Erin Heatherton will be on hand to greet partygoers, who will be able to get a first look at Carrera’s new collection, which will be on display in an illuminated geodesic dome.
Guests will be able to step inside that dome, which according to Safilo, is meant to symbolize the sun, and sample the new Carrera 6000 sunglass line.
“The collection has been designed keeping in mind the lifestyle of the contemporary discerning crowd, which is always on the move and looking for classic styles revisited according to the latest trends,” Safilo chief executive officer Roberto Vedovotto told WWD.
For Carrera, which is one of Safilo’s house brands, the new collection nods to its sporty heritage, while infusing modern touches, such as gloss/matte color contrasts and patterns on the glasses’ temples, ranging form camouflage to strips.
Retailing for $129, the collection is available in nine colors and is made from an ultralightweight, hypoallergenic material developed by Safilo called Optyl.
Safilo, whose eyewear licenses include Marc Jacobs and Yves Saint Laurent, is putting a renewed focus on house brands, such as Carrera and newly acquired brand Polaroid Eyewear, according to Vedovotto.
“Safilo has spent the last two years restructuring its portfolio to minimize redundancy and maximize space productivity,” he said. “Our licenses brands are best in class and strongly differentiated while our proprietary collections will be the focus of meaningful communication investments as we forge a much closer consumer relationship in the coming years. This truly is a defining chapter in our history.”