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.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)