Music, fragrance, clothing, acting — Gwen Stefani has done it all. But come 2016, she’ll venture into a new category: eyewear.
Stefani has signed a multiyear agreement with Tura Inc. to introduce a new line of sunglasses and optical eyewear for her LA.M.B. and GX by Gwen Stefani brands.
“Isn’t it weird?” Stefani told WWD, referring to the fact she’s yet to break into the market. “It’s something that I’ve wanted to do forever. Tura came along and [was] the right fit. I feel really good about it. We went through and did the edit of the first collection and it was really hard because there were so many good [styles] — I literally had a sore face from trying so many glasses on.”
The line, which comes out in early 2016, will include 12 ophthalmic styles and 12 sunwear styles for each brand. Both collections draw inspiration from Stefani’s signature style. “I have a huge collection of glasses — probably five drawers — and I got all of my favorites out,” she said.
“The design process was a pleasure,” said Scott Sennett, president and chief executive officer of Tura Inc. “Our creative team was on the same page with Gwen and her team from day one. Gwen’s vision was so clear and distinctive there were no surprises or delays in the process.”
The L.A.M.B. collection skews more luxury, with elements of custom metal tips, slotted screw heads and pyramid studs, with prices ranging from $150 to $250, while GX is priced between $50 and $175. “GX is really priced accessibly, and that was the idea behind it — to make something that looks like something that I would wear and keep it in affordable parameters,” said Stefani. “Being creative while in a box — that’s some of the best things I’ve ever done. The Harajuku [Lovers] for Target line was some of the favorite pieces I’ve done, and those were under $25. It forces you to be really creative.”
With the multiyear contract, Stefani joins Tura’s existing roster that includes Ted Baker, Lulu Guinness and Geoffrey Beene. “Gwen is very unique in the sense that she is at the same time a legendary artist, a true style icon and a fashion designer,” said Sennett. “I can’t think of another with so much validity on all of those levels. Eyewear is also so organic to Gwen’s looks. This is not a typical celebrity name rental — this is Gwen’s own eyewear.