• LUKE BARRAS-HILL

Marcolin & Max Mara bring partnership to life with first eyewear collection

Max Mara and Marcolin have officially launched their first eyewear range following a five-year agreement inked in September.


The collection will retail at Max Mara stores, department outlets, selected opticians, online at maxmara.com and on qualifying e-commerce platforms beginning April.


The global launch of the new Max Mara eyewear collection will be supported by a digital campaign running on the brand’s social media channels from April.


CELEBRITY-BACKED CAMPAIGN


International celebrities worked in collaboration with the Max Mara Eyewear collection and will be the new faces and content co-creators of the brand’s communication campaign.


Each celebrity will interpret the concept based on their own personality and style, giving life to a storytelling video underpinning the campaign.


Alessandro Beccarini, Style & Product Development Director, Marcolin said: “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 sunglasses designed by Marcolin were previewed at the Max Mara fashion show in Milan on 24 September.



“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.”








https://www.trbusiness.com/regional-news/international/marcolin-max-mara-bring-partnership-to-life-with-first-eyewear-collection/203795