De Rigo has launched its fourth house brand of eyewear that it said would be 100% female, designed and produced with women in mind.

It said the Yalea brand would ‘promote women by supporting their freedom of choice, encouraging their talent and rewarding their personal beauty.’

Barbara De Rigo, chief marketing officer at De Rigo, said: ‘Yalea is a tribute to the success of women. We have put our know-how at the service of a collection, distinguished by its contemporary elegance, to create frames that are characterised by a style which goes beyond time and fashion.’

Fronted by models Cindy Crawford and Bianca Balti, De Rigo added that Yalea would be a timeless, elegant and feminine brand.