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EYEING DITA: Los Angeles-based independent brand Dita Eyewear next week will unveil a viral video and print ad campaign featuring tattoo artist Mark Mahoney and Dita Von Teese titled “Legends” and inspired by old-school Hollywood glamour. “We’ve always been fortunate enough to tap into our network of friends who happen to have a unique look. Mark Mahoney, proprietor of Shamrock Social Club in Hollywood, and Dita Von Teese both epitomize sartorial elegance and evoke a time lost when people paid attention to every detail, especially their eyewear,” said Dita cofounder Jeff Solorio. Cofounder and creative director John Juniper shot the images with Lionel Deluy.

In other news, the cult brand will launch an uberluxury line at the 2014 Mido show called Lancier by Dita Eyewear that will retail between $800 and $2,000. Dita also designs, produces and distributes Thom Browne Eyewear under a licensing deal signed in 2011.

This story first appeared in the May 24, 2013 issue of WWD. Subscribe Today.