MILAN — Trussardi has signed a five-year licensing agreement with De Rigo Vision for the production and worldwide distribution of the brand’s eyewear collections.

The fashion label’s optical and sun frames for both men’s and women’s were previously manufactured and distributed by Charmant.

“Along with De Rigo, we decided to position our eyewear offering on the accessible luxury segment,” said Trussardi Group chief executive officer Tomaso Trussardi, noting that the largest part of the collection will retail between 140 euros, or $154 at current exchange rate, and 199 euros, or $219, while “three or four iconic pieces will be up to 200 euros [or $220].”

“The pieces will combine a discreet style with a competitive price,” said De Rigo ceo Andrea Aracri. “We are positioning the brand on a middle-high segment targeting a new kind of customer for us.”

According to Aracri, the collection will make its in-store debut in November in Italy, which is expected to be one of the largest markets for the line, along with the Middle East and Korea. The collection will debut in those markets beginning in May.

“We are relaunching the Trussardi label both in terms of products and distributive style so it’s important to be solid in our domestic market,” Trussardi said, adding that the company aims to sell about 40,000 frames a year by 2019.

Aracri added that they expect to sell more optical pieces than sunglasses, “which are still extremely important to communicate the image of the brand.”

The executive said that De Rigo will present a new luxury men’s license, which he declined to reveal, at the next edition of the eyewear trade show Mido in Milan at the end of February. De Rigo recently added Nina Ricci to its portfolio, which includes Blumarine, Carolina Herrera, Furla, Loewe, Zadig & Voltaire, Escada, Givenchy, Tous, Momo Design, Lanvin and Orla Kiely.

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