There is nothing forced about the way Italian frame group Safilo displays its models to both potential buyers and the media.
At its showroom on Savoy Hill, there is a plethora of frames on display, ranging from its own brands to licensed designs the group holds. In a typically swanky central London venue, the first of two immaculately presented and well-lit rooms is dominated by sunglass frames, with such a variety on offer it takes some time to examine them all to the extent they deserve.
Safilo looks at ‘major trends across diverse industries’ – such as fashion, art, sport, watches and jewellery – in its five ‘global design studios’ and then ‘integrates them into every eyewear collection’.
‘One of the essential things about trend forecasting is the fact that we constantly have our eyes open to all market levels,’ says Safilo. And this is certainly the case for its Spring/Summer 2019 collection, with a portfolio and price structure that is sure to have a wide appeal.
Fendi
0343/S
Meanwhile, The Fendi 0343/S goes bigger and bolder. Safilo has been experimenting more with graphic lenses and the Fendi range has proved popular. The printed ‘F’ is barely visible to the wearer but offers a uniqueness that is hard to replicate.
A flat bridge connects circular frames, which, at their top, have curved metal strips that run down to the temple, giving an almost goggle-like feel. The tips feature the classic Fendi logo and it comes in multiple colourways.
‘Hand-made and artisanal processes are key in the development of our eyewear collections,’ says Safilo. ‘Highlighting a growing focus on sartorial craftsmanship and savoir-faire in every detail’
Max Mara
Bridge
Safilo tends to focus more on independent practices because of their ‘expertise and trustworthy relationship with clients’. Independents can also obtain collections that national chains might not go for. With that in mind, the Max Mara Bridge I should fit well into any practice portfolio wishing to differentiate itself from the competition. An oversized and off-round front is held aloft by thin double temple bars that coalesce to form the tip, which has black detailing on the inside. A sloping top bar brings the orange lenses together, while another double bar bridge reinforces the curvy and unusual shape of the design.
‘Each brand within our portfolio has a distinctive and unique positioning: we try to reflect the brand DNA in every eyewear collection we design, granting consistency with the brand in terms of style, design, and quality,’ Safilo adds.
Rag & Bone
1024/S
The Rag & Bone 1024/S is a bit less savoir-faire and a bit more completely out-there. Round mirrored lenses are adjoined by a cattle-bell bridge and a curved, three-quarter outer rim joins the temples to the front.
Sleek black temples then run down to broader, wedge-like tips made from acetate and imprinted with the Rag & Bone motif. It too comes in multiple colour options, but the all black model adds to the frames air of an new industrial future.
