Melbourne-based events organizer Touring Enterprises announced on Monday it will launch a fashion-focused eyewear festival in Sydney in 2017.

The inaugural edition of Frame Fashion Week will run July 1-10 in and around Sydney’s Darling Harbour precinct. It’s timed to coincide with the Optical Distributors & Manufacturers Association of Australia’s ODMA show. The ODMA show runs July 7-9 at the newly refurbished International Convention Centre in Darling Harbour.

Designed as both a trade showcase and consumer-focused event, Frame Fashion Week will include fashion parades, pop-up stores, buying group conferences and business seminars, the organizers said.

“Fashion has always been a huge part of the eyewear industry and we are thrilled at the development of Frame Fashion Week,” said ODMA chair Robert Sparkes. “The eyewear industry is projected to exceed $165 billion [in sales] by 2022 and we can only see this relationship with fashion growing.”

Frame Fashion Week is the Australian eyewear sector’s third new trade show initiative to be unveiled in recent months.

In February, Paris-based optical exhibition company Silmo International announced it would be partnering with Sydney-based Expertise Events to launch the first Silmo trade show in the southern hemisphere in Sydney at the International Convention Centre from March 9-11.

In May, ODMA held the first edition of its new boutique spinoff trade show called the O-Show at The Peninsula events space in Melbourne’s Docklands.