Merging the production of lenses and frames seems like the current fashion trend for spring/summer 2017. The latest company to follow suit is Austrian frame manufacturer Silhouette which has just launched its Vision Sensation programme, a brand initiative which will see the production of its first range of optical lenses.
The Silhouette Vision Sensation programme aims to create high quality lenses while reducing the handling costs and inevitable breakage risks that come with having a different frame and lens manufacturer. Silhouette hopes forming a single source supplier will streamline and simplify the ordering process, and has promised a highly competitive 96-hour delivery service throughout Europe.
Silhouette Panorama lenses will be designed and manufactured in the company’s specially built Lens Lab in Linz, Austria, located nearby to its headquarters. Chief financial and operating officer Thomas Windischbauer said: ‘From a sustainability point of view, locating the Silhouette Lens Lab at the Linz headquarters means short distances between departments, the ability to work closely with our own research and development department and consistent quality due to ongoing checks.’
Speaking to Optician, chief executive officer Jan Rosenberg (pictured left) says: ‘We have a vision for perfect eyewear and how to achieve it. It’s all about the perfect view, and I believe the Vision Sensation is a great concept for the world, and something the UK consumer will love to have.’
The quick time European delivery service will be upheld in the UK once the programme is launched, but Brexit scepticism is already seeping into the plan. Rosenberg says: ‘Our delivery service will run throughout Europe extremely efficiently and even in the UK, as long as there’s free trade with the UK that is. Who will know what will happen after Brexit?’
Lens technology
Designed exclusively for Silhouette’s rimless and full-rimmed spectacles, the lenses will be both single-vision and progressive. Its starting range will include transparent optical lenses and lightly tinted versions in five different colours, each available in a 10%, 20% or colour progression variant.
As lens production is an entirely new market for the frame manufacturer, it is easy to be sceptical of the lens quality. To combat this, Silhouette has brought in a range of experts to help with its lens development. This includes Professor Peter Baumbach from Aelen University of Applied Science, who mathematically designed the optimal viewing zones in the Silhouette Panorama progressive lenses. Machine technology company Schneider were also commissioned to make bespoke machines for the Lens Lab.
Silhouette has paid particular attention to the development of its progressive lenses in order to combat problems patients have had with adjusting to them in the past. Rosenberg says: ‘We pay special attention to the optimised visual field right up to the edge of the lens rather than focusing on, and therefore restricting ourselves to, progressive lenses optimised for either long or short-sightedness like everybody else does. The result is fewer imaging defects and edge distortions or unwanted sway.’
Optics already boasts a number of well-established lens manufacturers; so how do Silhouette hope to stand out? Windischbauer says: ‘We are focusing on individually tailored premium progressive lenses perfectly matched to Silhouette frames, but staying away from the production of stock lenses. In this regard, we are not on the same footing as traditional lens manufacturers.’
Although Silhouette has never ventured into lens manufacturing before, Rosenberg believes the company’s reputation gives it a unique vantage point. He says: ‘Silhouette is well-known for its bold business decisions, its commitment to continuous innovation and the resulting unlimited visual experiences. It’s always been standard in our industry that the lens supplier doesn’t know the design parameters of the frame and the frame supplier doesn’t know the parameters of the lens supplier. The most important advantage is that we know the parameters and requirements of both sides and can therefore create spectacles that are perfectly tailor-made for the wearer.’
Vision Sensation app
The Vision Sensation programme also includes the development of a new iPad service app for retailers. Designed to simplify and streamline the service, the app will combine consultation, measurements and ordering into one tool. Features of the app will allow the optician to adjust the lens shape and frame as well as demonstrate how the frame will look on the patient’s face. It will also be able to make recommendations for alternative lens shapes using simple classification characteristics, all before the patient makes a purchase.
Is rimless still on trend?
Silhouette has been specialising in lightweight eyewear, in particular rimless frames, for more than 50 years. As the market becomes increasingly dominated by acetate models, as well as a large growth of frames made from materials such as wood and natural stones, are rimless frames still as popular as they used to be?
‘Rimless is the future, it’s the new nerd,’ says Rosenberg. ‘People are getting fed up of their heavyweight glasses, thick acetate has had its time and younger people are going for rimless instead. Even Chanel had them in their catwalk – Chanel are copying us. I’m looking forward to seeing our full rim as well as rimless glasses in the UK and I do think the UK is realising how financeable rimless is. Silhouette is already planning more investment in 2018.’