GOTTA WEAR SHADES: The Tommy Hilfiger sunglasses were suspended in blocks of ice, broadcast on stacks of TV sets and at the disposal of guests for photos at various selfie stations, one depicting a futuristic city in the brand’s red, white and blue palette.
Custom cocktails were tailored to various lifestyles — beach, mountain or city — one of them steaming like a cauldron.
The sprawling party at Palais de Tokyo in Paris on Wednesday night was to introduce a spring campaign for the eyewear featuring Spanish soccer player Sergio Ramos, Australian snowboarder Scotty James and Brazil-born mountain biker, surfer and skier Nick Pescetto.
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It also underlined the fizzy market for sunglasses designed for various outdoor leisure pursuits.
Clutching one of the steaming drinks and straining to be heard above the hip-hop DJs, Angelo Trocchia, chief executive officer of Safilo Group, Hilfiger’s eyewear licensee since 2010, described robust demand for eyewear of this ilk. “We believe there is a gap in the market and that Tommy can fill that gap,” he said.
Dubbed “Sporty Active,” the spring collection hinges on resin frames and polycarbonate “tech” lenses in a variety of colors.
According to Ramos, the glasses “combine everything you need — design, comfort and a cool touch.”
Safilo has been producing sporty eyewear for Tommy Hilfiger for about two years, Trocchia noted. The latest licensing pact between the two firms runs until Dec. 31, 2025.