Safilo: Unmasking the design

There is a relaxed feel about Safilo’s approach to the UK optical market.

The Italian company has enough options at both luxury and affordable price-points to have a broad appeal.

At a biannual press day its showroom on Savoy Hill displays not only some impressive stacks of cinnamon buns and macaroons, but a colourful flow of optical and sunglass frame designs.

At the darker end of the scale are its mask designs – best represented by the Moschino Mask 004, described as ‘bling, bling but not too much’. But it has also experimented with some ‘playful pinks and blue’ sunglasses that still maintain 100% UV protection, incorporating models including the Dior So Real Rise.