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

Marcolin, among the global leaders in the eyewear industry, and adidas, a worldwide leader in sporting goods, has announced the extension of their global eyewear licensing agreement for both the Adidas Sport and Adidas Originals labels through 2032. This extension reinforces the successful partnership that began in 2020, under which Marcolin designs, manufactures, and distributes eyewear collections for both adidas labels. The renewed agreement continues to combine Marcolin’s expertise in high-quality eyewear with adidas’ expertise in performance and lifestyle innovation. The two labels have their own unique DNA. Adidas Sport Eyewear is engineered for high performance, featuring advanced technical components and materials, designed and developed with a focus on athletes and active lifestyles. Adidas Originals Eyewear, on the other hand, stands for lifestyle and streetwear inspired by sport and the culture born from it. The collection fuses modern streetwear elements with trendsetting design, providing fashionable, everyday eyewear that resonates with an aesthetic lifestyle. Adidas eyewear collections will be available at the brands’ monobrand stores and in selected sports retailers and eyewear stores.

July 2025

Marchon Eyewear has announced the renewal of its global partnership with Plastic Bank, a social fintech company committed to reducing plastic waste and alleviating poverty. Originally launched in 2022 with Marchon’s Dragon brand, the initiative now expands to include the Nautica and Columbia eyewear lines. The renewed collaboration aims to support the collection of plastic waste—particularly from vulnerable coastal areas in Brazil—while improving the livelihoods of local waste collectors. Together, Marchon and Plastic Bank are working to create positive environmental, social, and economic impacts. By choosing Nautica or Columbia eyewear, customers help support Marchon’s annual commitment to prevent at least 45,455 kg of plastic—equivalent to 2,272,750 500ml PET plastic bottles—from polluting the environment. Gabriele Bonapersona, Brand Director at Marchon Eyewear stated: We are very proud to renew our partnership with Plastic Bank, and these brands are undoubtedly the right fit for this program. We aim to carry this successful partnership forward and focus on the Nautica and Columbia brands to strengthen our commitment to greater social responsibility and to advance our Eyes On Tomorrow™ initiative, which aims to create a more sustainable future for our eyewear and operations.”

July 2025

Known for its timeless aesthetic, natural materials, and Scandinavian simplicity infused with a modern spirit, Marc O’Polo Eyewear remains true to its DNA in its Spring/Summer 2025 collection. Sculptural silhouettes, cool tones, and a minimalist design language define the new line. But it’s not only the style that draws attention—Marc O’Polo also makes waves with the debut of its patented MicroTec hinge technology, a low-maintenance innovation that represents a breakthrough in the optical market. The new hinge eliminates the common issues of loose temples, worn-out hinges, and the constant need for screw adjustments. Developed in Germany after three years of intensive research, MicroTec is now seamlessly integrated into the brand’s latest collection. Crafted from premium materials such as Eastman Acetate Renew and fine metals, the new models reflect Marc O’Polo’s commitment to lasting elegance. Clean lines stand out in butterfly and cat-eye shaped monoblock metal frames, where the MicroTec hinge offers a visibly refined and effortlessly comfortable fit.

July 2025

The new Longchamp Spring/Summer 2025 collection is described as a true expression of the brand’s values. Bold shapes, radiant colours, and exquisite detailing are at the heart of Longchamp’s inherent French elegance. The Spring/Summer 2025 eyewear collection evokes this vision, drawing on the brand’s Parisian heritage and refined sophistication, and featuring premium materials such as sustainable resins, lightweight acetate, and lustrous metals. The iconic elements of Longchamp are reinterpreted in the Advertising Sun style with a distinctive design featuring vibrant hues and contemporary trends, all reflecting the cosmopolitan spirit of the modern Longchamp woman. The hero style LO780S, the protagonist of the campaign, is a statement-making design crafted from plant-based resin. Its round front is complemented by unique, fashion-forward wavy temples adorned with the iconic Longchamp emblem. Available in nude, burgundy, and orange, this model also comes in dark grey and khaki. The Longchamp Spring/Summer 2025 eyewear collection is available at select retailers, Longchamp boutiques, and online.

July 2025

Kering Eyewear, a key player in the luxury eyewear segment, has announced the acquisition of Italian company Lenti Srl from Safilo Group, in a strategic move to strengthen its “Made in Italy” manufacturing capabilities. Lenti specializes in the production of sun lenses, helmet visors, and components for the automotive industry. The agreement has been finalized with Safilo Group, which had held a stake in Lenti since 1996. Headquartered in Bergamo, Lenti’s acquisition marks a new milestone in Kering Eyewear’s industrial expansion and further solidifies its leadership in the luxury eyewear industry. The acquisition enhances Kering Eyewear’s industrial presence while bringing in-house lens expertise aligned with the broader Kering Group strategy. It also reinforces national manufacturing excellence by supporting Italian craftsmanship. Roberto Vedovotto, Founder, President, and Ceo of Kering Eyewear, stated: “We have admired Lenti’s products for many years, and we are proud to welcome the company into Kering Eyewear, bringing additional expertise to our industrial platform made up of manufacturing skills, facilities, and, above all, outstanding talents.”

July 2025