MILAN — Berlin-based avant-garde eyewear maker Mykita and French fashion house Maison Martin Margiela have entered into a long-term licensing agreement for an upscale eyewear collection.
This story first appeared in the March 31, 2014 issue of WWD. Subscribe Today.
The contract started early this year and has an indefinite end date, Mykita founder and chief executive officer Moritz Krueger told WWD at the Mido eyewear fair in Milan.
Mykita said they first met with Maison Martin Margiela in June 2012 and discussed the “reinterpretation of historical forms and radical experimentation with constructions and an unconventional approach to materials.”
“For us, a collaboration is like an exothermic reaction, where we are mixing the DNA of two companies as ingredients together in a test glass. It was incredibly thrilling to merge Mykita and Maison Martin Margiela in the test tube, because we knew something extraordinary had to come out of this,” Krueger said.
“Now seemed the right time for Margiela to take a step further into the world of eyewear design by creating an even more distinctive and complete optical range,” Maison Martin Margiela said.
The ad campaign was shot by French artist Charles Fréger.
The collection has already been produced and includes two retro styles: Essential and Dual. Essential is focused on the concept of functionality and is comprised of ultralightweight stainless steel frames void of any additive components like nose pads.
The Dual styles include two pairs of frames born of one form and come in four unisex styles and various color schemes.
The pre-release of the overall collection is scheduled for mid-April at selected Maison Martin Margiela boutiques and Mykita shops worldwide. The worldwide release of the Mykita+Maison Martin Margiela is scheduled for May 1 and will be available at selected opticians and multibrand stores.