Presented with the assurance of Ademur Optik, Roysse eyewear collections invite users to explore their unique style with a wide range of designs—from timeless classics to bold, confident looks. Defined by modern lines, impeccable craftsmanship, and refined detailing, Roysse frames go beyond being mere accessories, becoming essentials for style-conscious individuals. Favoring a design language that is understated yet sophisticated and impactful, Roysse delivers not only aesthetic elegance but also high functionality. The brand integrates advanced production technologies and premium materials to ensure lasting quality. Italian-made premium acetate guarantees the grace and durability of the frames over time, while titanium-infused models combine lightness with strength to offer exceptional long-term comfort. With a fashion approach that is minimalist yet powerful, Roysse employs high-precision hinge systems that help maintain frame integrity. At the same time, the brand prioritizes eye health by equipping its eyewear with UV400-protected lenses. In its optical line, Roysse also offers refined, balanced, and natural aesthetics through compatibility with thin-edged prescription lenses. With both optical and sunglass options, Roysse adds value to every moment of its wearers’ lives—guiding them on a journey of sophisticated style.

July 2025

Valentino Eyewear, one of Akoni Group’s licensed brands, introduces the new V-Sette model-an embodiment of modern sophistication and a fresh take on the confident elegance of today’s woman. With its square cat-eye silhouette, V-Sette blends feminine lines with refined, noble touches. Crafted from Japanese acetate, the new Valentino model combines timeless style, superior comfort, and durability. The bold front and volumized frame are meticulously designed for maximum wearability. Signature details include titanium VLogo buckles at the temples and exclusive temple tips inspired by Valentino’s iconic three-dimensional studs. These distinctive accents enhance the model’s depth and reinforce its strong brand identity. Valentino’s V-Sette sunglasses are fitted with high-contrast AR sun lenses. The bold design is available in vintage-inspired colorways such as: Black / V-Light Gold / Smoke Gray lenses, Honey Tortoise / V-Light Gold / Dark Green lenses, Crystal Gray / V-Light Gold / Gradient lenses shifting from Pale Rose to Dark Rose. The V-Sette stands out as a confident, fashionable accessory that radiates modern Valentino glamour.

Temmuz 2025

Theo Eyewear presents Hilines, its new optical collection where art finds its expression through simplicity, with a strong yet graceful presence. The collection reflects the brand’s thoughtful design philosophy in its most refined form, reinterpreting elegance through subtle plays of light and shadow. A defining feature of the collection is the presence of delicate grooves – the namesake Hilines – running just above the lenses along the top rim of the frames. These sharp yet elegant details add depth and contrast to the designs. Theo, known for its minimalist approach, once again proves that less can indeed be more – much like a fine line drawing where space and light tell the story. Crafted from stainless steel, the Hilines collection includes five distinct models, each named after classic drawing tools that symbolize the brand’s creativity and craftsmanship. With Hilines, Theo Eyewear once again delivers visually captivating and emotionally resonant designs that bring simplicity and sophistication into perfect harmony.

July 2025

Police, a house brand of the De Rigo Vision Group, has teamed up with the prestigious Formula 1 outfit Mercedes-AMG Petronas F1 Team to unveil a bold new capsule collection that pushes limits. Designed at the crossroads of sport and fashion, the five exclusive sunglasses models blend high performance with daring design under one roof. Carbon fiber — a cornerstone material in Formula 1 cars — takes center stage in the collection. Sourced directly from the Mercedes-AMG Petronas team, this advanced technology material is featured in the temples of each pair, transforming a mechanical component into an aesthetic design element. Moreover, every model contains authentic carbon fiber parts from some of the world’s most technologically advanced racing vehicles, physically carrying the spirit of racing. Each piece in the capsule is an official product of the Mercedes-AMG Petronas F1 Team, with the authenticity of the carbon fiber guaranteed by a hologram, a special booklet, and a personalized box designed in the iconic team colors. Police delivers a groundbreaking collection that unites fashion and motorsport with technology and aesthetics.

July 2025

Danish brand Ørgreen welcomes the summer season with its new Quantum High designs. The collection offers an innovative touch with flat temples; these elegant and uniquely designed temples present a strong stance. The newly added models feature structured looks cut from flat titanium and shaped by bending. In the new model Megahertz, facets fold and wrap like origami. Every line has been meticulously shaped through digital sculpting after numerous revisions. The subtle interplay between light and shadow gives the frame a calm, architectural aura. The polyamide fronts remain soft-touch and matte – a finish inspired by Japanese tradition And evolved through years of material development in Ørgreen’s titanium collections. In other new models, Stomp and Honeycomb, the richness of the color palette, tonal depth, and material nuances strengthen the contrast between the temples and the front surfaces. Quantum High, as one of Ørgreen’s pioneering collections, offers superior comfort and fit with advanced materials while drawing attention with its stylish color combinations.

July 2025

Oakley has launched its second store in Italy in collaboration with Percassi, opening just ahead of the upcoming Winter Games in Milan — a global hub for fashion and subcultures. Located at Piazza San Babila 2/8, the new Oakley store offers innovative and immersive experiences, aiming to become a cultural catalyst and a gathering point for the global sports community. The store provides an experiential journey through Oakley’s past, present, and future, inspired by the brand’s “Future Genesis” film aesthetic. Featuring a high-tech sanctuary atmosphere, the design presents a visionary future through a brutalist-style portal that invites visitors to connect with nature and its renewal. The space incorporates glass display cases filled with plants integrated into an oxygen-producing system, enhancing the immersive environment. Throughout the 340-square-meter, two-story store with twelve window displays, Oakley enthusiasts can discover hidden brand surprises and engage with numerous interactive experiences showcasing the brand’s groundbreaking innovations.

July 2025

Guess, Inc. and Whp Global have signed an exclusive agreement with Marcolin for the creation and distribution of the new rag & bone sunglasses and optical eyewear collection. Guess Inc. and Whp Global, a global brand management company and co-owner of the New York fashion label rag & bone, announce the signing of a four-year exclusive licensing agreement with Marcolin for the design, production, and distribution of the new rag & bone eyewear collection. The rag & bone Eyewear collection will feature distinctive models designed for trend-conscious consumers as well as those seeking functionality and style for everyday use. Fabrizio Curci, Ceo of Marcolin said: “We are proud to collaborate with such an iconic brand as rag & bone, which fully expresses a contemporary and authentic aesthetic deeply rooted in New York culture.” Paul Marciano, Co-Founder and Chief Creative Officer of Guess said: “We have been working with the Marcolin team for over 30 years, sharing a common vision of style, innovation, and attention to detail. We’re excited to expand this synergy by including rag & bone, supporting the development of a new eyewear segment that reflects the brand’s unique identity.”

July 2025

Morel reintroduces its popular Noémie concept—first launched in Fall 2024 and quickly becoming one of the brand’s top-selling designs—for the Summer 2025 season with fresh updates. Enriched with two new shapes and bold color combinations, the refreshed collection seamlessly blends modern aesthetics with elevated comfort. The newly reimagined styles stand out with Morel’s signature three-layer acetate technique, which creates captivating color transitions. This distinctive craftsmanship reveals translucent effects, bold contrasts, and light-reflecting surfaces across each frame. By blending opaque shades with semi-transparent hues, the frames gain a dynamic and fluid appearance that flows vertically from top to bottom. Carefully placed bright tones along the brow line further enhance the eyes with a luminous, expressive glow. Thanks to a unique hinge system that requires no screws or soldering, the frames offer an ultra-lightweight feel without compromising structure or style. Morel once again emphasizes that the frames are nearly imperceptible on the face—yet make a bold visual statement. Bringing together style and comfort, the Noémie collection secures its place as one of the season’s standout releases with its refined design and innovative craftsmanship.

July 2025

Marcolin and Guess has announce the early renewal of their exclusive licensing agreement for the design, production and worldwide distribution of Guess and Marciano sunglasses and eyeglasses. The partnership, already lasting until 2030, has been further extended until 2040, strengthening the excellent relationship between the two companies. Since over 30 years, Guess has represented the pillar brand in the premium segment for Marcolin. Fabrizio Curci, Marcolin CEO & General Manager, commented: “We are truly excited about this early renewal agreement, as it reaffirms the strength and significance of our collaboration with Guess, one of our pillar brands and a globally renowned lifestyle icon. Renewing ahead of schedule is a strong vote of confidence in the work we are doing, and we take great pride and commitment in continuing this journey together with the Guess family”. Paul Marciano, Co-founder & Chief Creative Officer of Guess, added: “By extending our agreement with Marcolin, we are positioned to be collaborating together for almost half a century! This is truly a testament to the commitment and enormous trust we have in their partnership. I am excited about the successful future we will have together.”

July 2025

At the 29th edition of the Mediastars technical awards for advertising, the Mido campaign | Milano Eyewear Show 2025, Refocusing On Humans, wins three awards in the print media section: 1st place Mediastar, 1st place Periodical and Special Star for Creative Direction. The awards ceremony was held last month at the San Fedele Auditorium in Milan. For the third consecutive year, the Mido communication has earned one of the foremost accolades in the world of advertising. An outcome that goes well beyond a single creative concept – what is being celebrated is the ability to consistently create new, relevant campaigns that powerfully communicate to the public and the press, all while maintaining a clear and recognizable direction. An achievement that demonstrates the strength of Mido’s strategic vision and the quality of the team’s work. “Refocusing on Humans”, photographed by Uli Weber and created by Max Galli in collaboration with Mixer Group, returns humans to the center of focus and is a tribute to human creativity and the craftsmanship skills that create beauty. Entrusted to a master of photographic art, the campaign narrates the awe-inspiring authenticity of human beings, reflecting the unique creative spirit of the world of eyewear.

July 2025