Oliver Peoples will ring in a quarter of a century in the eyewear business next month with a slew of new initiatives.
Founder and creative director Larry Leight wanted to do something special for the anniversary — and after delving into his personal archive of design notes, frames and catalogues amassed over the years, he made a discovery: a sketch from 1989 that he knew had to be reinterpreted for the occasion.
Beginning next month, the retro-inspired XXV special edition frames — one sun and one ophthalmic style — will hit the brand’s stores and select retail partners.
The $340 to $430 glasses, each available in five colorways such as Cocobolo, Slightly Light Beige, Raintree and Workmen Grey, possess custom filigreed metal detailing like an end piece engraved with a scroll design or temples adorned with a retro plaque (a first for the brand). The eyewear comes in a limited edition case based on the original packaging used in the first collection — a silver case embossed with the original Oliver Peoples plaque and lined with royal blue velvet.
In addition to highlighting the brand’s resort 2013 collection, a campaign — featuring actors Ray Liotta and Bar Paly, shot by Patrick Hoelck on Stage 9 at the Sony Studios lot in Culver City, Calif. — will show the two modeling the celebratory XXV-RX and XXV-S styles. A short film was shot simultaneously and will debut in spring 2013.
Leight cites the Internet as having heavily impacted the company in the 25 years since it was founded — and maintains that digital is a key focus going forward. Leight, along with chief executive officer David Schulte, are keen on emphasizing the Web site and providing the consumer with an omnichannel experience by connecting the online and offline shopping experiences.
On Sept. 15, the interactive My.oliverpeoples.com will launch — allowing customers to partake in the content creation process. Users can upload images, text or videos to share stories that relate to the brand, and the company will post relevant content as well. The micro-site will serve as a destination for fans and the brand to engage in a two-way dialogue, with all submissions sent to a moderator before getting posted on the site.
On a consumer level, the Internet and e-commerce has allowed the consumer to make more educated choices and has help broaden awareness internationally.
According to Schulte, the size of the business has doubled in three years. Business has increased about 20 percent year-over-year since 2009, with steady double-digit growth for the past five years, and he expects the same growth trajectory by the end of 2012. North America, Western Europe and Japan are the most mature markets, but Brazil, Southeast Asia and the Middle East, are seeing faster growth.
The first freestanding boutique opened in 1987 on Sunset Boulevard in West Hollywood, and the brand has eight doors to date, with plans to open shops in London, Hong Kong and Miami in the near future. The frames are distributed in 70 countries globally in stores such as Bergdorf Goodman, Neiman Marcus, Saks Fifth Avenue, Barneys New York, Ron Herman, Harrods and Harvey Nichols.
The company launched Mosley Tribes in 2003 under the Oliver Peoples umbrella — with a focus on the sports performance and active lifestyle.
The brand will fete the occasion with a party at David Lynch’s club, Silencio, during Paris Fashion Week, and a new Oliver People’s Gallery will open in Tokyo in October.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews