Italian eyewear company Marcolin Group and luxury fashion house Max Mara have launched the first eyewear range created through a five-year partnership struck last year.
As reported, Marcolin Group manages the design, production and worldwide distribution of the Max Mara sunglasses and eyewear range.
The collection will be available in Max Mara stores, department stores, selected opticians, maxmara.com and selected ecommerce platforms from April 2021, with a travel retail roll-out planned in the future.
The agreement builds on Marcolin Group’s existing eyewear agreements with Sportmax and MAX&Co, two other brands within the Max Mara Fashion Group.
The partners’ creative direction teams worked together to design and develop the new eyewear range which combines geometric shapes with Max Mara’s minimalist contemporary aesthetic. The collection features lightweight acetates and metals in Max Mara’s signature oversized silhouettes.
Timeless refinement: The eyewear collection combines oversized silhouettes with geometric shapes and lightweight materials
The eyewear launch is supported by a digital campaign, which will roll out on the partners’ social media channels from April. The story-telling campaign will feature a soon-to-be-revealed group of international celebrities who will create their own video content, giving audiences their own personal interpretations of the eyewear range.
Marcolin Group Style & Product Development Director Alessandro Beccarini commented, “In close collaboration with the Max Mara team, we gave life to an eyewear collection that enhances the essence of the brand, which is globally recognised as an icon of timeless refinement.
The eyewear line — the first release from Marcolin Group and Max Mara’s five-year partnership — is supported by a celebrity-driven story-telling campaign on social media
“In terms of materials and frame construction, we selected acetates and metals that ensure maximum comfort and a lightweight feel, and we reinterpreted iconic oversize shapes with a contemporary flair.”
Max Mara Creative Director Ian Griffiths added, “Together with Marcolin, we will develop eyewear collections where research and attention to design and materials become essential values, just like in the design of our collections.”