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.
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)
The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
How does a “regular, degular, schmegular” girl from the Bronx, N.Y., become a Grammy-nominated artist with a certified platinum record in less than a year? Call it the @iamcardib come up. The 25-year-old has become a musical sensation, and the fashion world is taking note. “If I could describe her style I would say drama. She’s really into the dramatics,” says Cardi B’s stylist @kollincarter. See how Carter styles her bold and out there looks with the link in bio. #wwdfashion
“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion