The new agreement, which is an early renewal, will now run until Dec. 31, 2023. The partnership between the Italian eyewear producer and Max Mara dates back to 1997.
“We are proud of the renewal with Safilo. We are benefitting from its deep-reaching transformation and the revival of its unique product and craftsmanship expertise which dates back to 1878,” said Max Mara chairman Luigi Maramotti. “Safilo is for us a true partner of trust and brand steward, able to understand deeply our brand’s DNA, interpreting it in distinctive high quality optical frames and sunglasses.”
Safilo manufactures prescription and sunglass frames for licensed brands including Dior, Céline, Jimmy Choo, Fendi, Marc Jacobs, Banana Republic and Gucci, now in its final year, as well as for own brands including Carrera and Polaroid.
“Max Mara eyewear is today the result of a shared long-term philosophy and deeply felt values between our two companies, built on the long-standing creation of high standard, unmistakable elegance of timeless Italian design as embodied by the legendary Max Mara coat, and mutual trust in search of excellence,” said Luisa Delgado, chief executive officer of Safilo.
“Today, Max Mara has become one of the very fastest growing brands in our portfolio. We see important further potential inspired by the brand’s overall impressive worldwide store presence, and are delighted to pursue together our ambitious eyewear growth strategy,” she added.
Delgado said the two companies also plan to collaborate again with a female artist, following an initial project with Technicolor painter Maya Hayuk last year on an original work that Hayuk called Optiprism.
The diptych painting — realized in Hayuk’s signature geometric, layered halogen brights — was unveiled with an event in November at Max Mara’s Madison Avenue store in New York and then traveled to Beijing and Milan. Hayuk’s Max Mara commission was rendered on a limited-edition run of sunglasses. The brand’s fall GEM style was retrofitted with the work and produced in a limited run of 200 by Safilo.