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NEW YORK — Oscar de la Renta is shifting focus on his eyewear collection.
The designer has entered an agreement with Allure Eyewear, an affiliate of Marchon Eyewear Inc., for the manufacture and distribution of his sunglass and ophthalmic line. The de la Renta license was previously with Lantis Eyewear Corp.
Reflecting the brand’s luxury image, frames will be oversize in plastic and metals and feature laser-etched carvings and crystal embellishments. The company’s first-ever eyewear ad, which will appear beginning in October, will support the collection.
After the shades debut on de la Renta’s spring runway during next month’s shows, they will be offered to retailers at International Vision Expo West in Las Vegas, running Sept. 8-11. The line will hit select eyewear outlets and better department stores in January and will wholesale from $65 to $122.50.
Marchon’s group of licensed brands, which includes Coach, Fendi, Calvin Klein, Nautica and Nike, has shifted in recent months. In June, the firm lost the Donna Karan and DKNY eyewear licenses to the Italian Luxottica Group, but it acquired the manufacturing and distribution rights for the better-priced Michael Michael Kors collection. That line also will launch at Vision Expo West.
Effective in January, Marchon will take over the global license for Fendi. The company has handled U.S. and Canadian distribution for the brand’s eyewear since 1991. Italian eyewear firm De Rigo has global rights for Fendi through the end of this year.
— Emily Holt