NEW YORK — Oscar de la Renta has expanded its eyewear-licensing contract with Allure, a subsidiary of Marchon Eyewear Inc. The new, two-part contract entrusts Allure with the development, distribution and sale of Oscar de la Renta’s signature label eyewear, and renews Allure’s similar dealings with the brand’s diffusion label, O Oscar.
“I think it’s a big opportunity for us….In markets outside the U.S. it’s an important category for us in terms of increasing brand awareness,” Oscar de la Renta chief executive officer Alex Bolen said of the label’s new eyewear deal.
“We expect [eyewear] to dramatically expand from where it is today. In terms of geography, we will offer eyewear throughout all of Marchon’s global distribution with a wider range of price points,” he added, pointing to Asia and the Middle East as two regions that the brand hopes to target with its eyewear expansion.
While Marchon has overseen Oscar de la Renta signature eyewear in the past, it was most recently produced and distributed by Linda Farrow, whose contract with the brand expired at the end of 2014.
The first eight designs from this new signature label collaboration will debut during September’s New York Fashion Week as part of creative director Peter Copping’s second runway collection for the house. Sunglasses are up first, but the label says that optical frames will be unveiled in the future.
The initial sunglass styles, produced by craftsmen in Japan and Italy, will become available for purchase in October in Oscar de la Renta boutiques and on the label’s Web site, as well as at select department stores, optical boutiques and duty-free partners.
The designs, which will retail between $200 and $600, draw visual inspiration from the brand’s jewelry collection.
“Peter believes in our jewelry, and sees it as a very logical design element to bring into our sunglasses and eyewear,” Bolen said of the initial design concept.