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Morgenthal Frederics, the maker of luxe eyewear, is getting a facelift.

A new advertising campaign and revamped Web site set to launch in tandem on Friday will mark the New York-based brand’s push to extend its reach.

This story first appeared in the June 18, 2012 issue of WWD.  Subscribe Today.

“This is a tremendous opportunity for us. It’s a springboard for Morgenthal,” said Jeff Press, the brand’s designer and vice president of merchandising and design. “We think this gives us a strong platform to become a national player. We are looking to expand into new markets.”

Although he could not yet reveal Morgenthal’s store opening plan, he said the brand’s parent company, Luxury Optical Holdings, is in the process of converting some of its stores into Morgenthal boutiques.

Luxury Optical has 45 doors, six of which are Morgenthal stores, and recently converted its Aspen, Colo., and Oak Street, Chicago, units into Morgenthal locations.

“Morgenthal’s sales have more than tripled in the last five years and we expect that growth to continue at the same rate,” he said, adding that the new site and campaign will play a big role in that development.

The ad campaign includes a short film and still images shot by photographer Beau Grealy, and features actor Norman Reedus, who is best known for his role on television series “The Walking Dead.”

The film is a New York love story, featuring some of the city’s most iconic landmarks and some of Morgenthal’s unique frames such as the Dave, a pair of black buffalo horn-framed glasses with gray gradient lenses that retails for $1,595. All the glasses depicted in the film are available at Morgenthal Frederics stores and other Luxury Optical Holdings boutiques throughout the country.

“We wanted to capture and share the cinematic qualities of the Manhattan lifestyle, which are synonymous with the timeless appeal of Morgenthal Frederics,” said Press. “Through using two mediums — photography and moving image — we were better able to capture that New York love story and the enduring qualities of our eyewear.”

Shot in black and white, the images, eight in total, along with the short film, will be released consecutively over the next few months via the brand’s Web site and through social media outlets. The first image will make its debut with the relaunched Web site this week.

“We view Morgenthal as an old time luxury brand that is moving forward into the modern age, and we are looking to continue to elevate ourselves,” Press added.

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