ETNIA BARCELONA’S “I’MPERFECT” CAMPAIGN – FW19 COLLECTION

I’MPERFECT is the playful yet meaningful name for the new campaign from Etnia Barcelona announcing their latest collection—a provocative call to action, urging us to unite in our differences and unapologetically celebrate our imperfections. Colorful, glitzy, and glamorous, the extravagant new collection reinvents the concept of perfection for a different take on what it means to take a stand by standing out.

Etnia Barcelona presents the “I’MPERFECT” campaign to launch its FW19 collection. An imperfect campaign that re-examines the idea of perfection itself and champions what is unique in us all. No approval, no permission, no apologies required.

We are reclaiming the kind of imperfection that breaks the mold and challenges stereotypes. It is the same imperfection that makes us unique and authentic. We are truly convinced that we need to embrace our differences rather than hide them, proudly turning them into a mark of our identity. Always loyal to ourselves, and feeling comfortable even in the discomfort of looks. Because it’s only when you stop searching for perfection that the truth appears.

That is I’MPERFECT. Reclaiming our uniqueness is more important than being perfect. Imperfect models whose beauty doesn’t fit the con- ventional standards. People who have stories to tell, in front the camera but also, more importantly, behind it.

These are real stories from real people who are imperfect, just like you, and just like all of us. People who are happy just as they are, with- out inhibitions or trying to fit a certain stereotype.

They are Liliya, Kokie, Pau, Kaine, Xueli and Jordi, seen through the lens of photographer Biel Capllonch to launch the pieces from the new, Glam-inspired Etnia Barcelona FW collection.

Discover the full story

The fall/winter 2019 collection from Etnia Barcelona is imperfect as well as authentic each pair of glasses is different to the next. Unique textures and colors achieved thanks to the artisanal production process and the savoir-faire of our partners Mazzucchelli, who create the natural acetate of our frames, and Barberini who help us develop our mineral lenses.

A collection inspired by the Glam esthetic of the 70s, whose icons still thrill us. Glam was all about unique beauty and not being afraid to stand out, the freedom to express or reinvent yourself every step of the way, celebrating and valuing individual personality.

So we present new designs including metallics, acetates, sprinklings of glitter and gleaming havana patterns, along with extravagant and provocative shapes. A collection that aims to turn heads while staying true to our DNA and unmistakable style.

The new Etnia Barcelona collection is available in the online store, the Flagship Store in Barcelona and at your usual outlets (check the shopfinder on www.etniabarcelona.com).

store Le Lunetier Milan Courtesy of Le Lunetier Milano

4SEE EYEWEAR RETAIL REPORT
Spring / Summer 2019

Text MIO HAYASHI

LE LUNETIER, MILAN

store Le Lunetier Milan Courtesy of Le Lunetier Milano
Le Lunetier, Milan

The definition of “Le Lunetier” goes beyond the meaning of its counterpart in English, which would simply be “optician.” “It represents the figure of an optical craftsman, one who would carve forms destined to become spectacles in various materials,” explains Michele Locatelli, the founder of the shop. This is precisely the spirit of Le Lunetier, whose objective is to combine tradition, innovation, aesthetics, functionality, as well as passion and professionalism. “Eyewear is one of the few accessories that is 100% functional and aesthetic. It therefore becomes an essential tool to express their personality and character.” Their appreciation of the artisan culture is reflected in the assortment of independent brands with a focus on the highest quality, “which are mostly produced in Italy, France, Scandinavia, Japan, and California,” adds Michele.

While the Milan clientele base is versatile, attracting the young and hip looking for limited edition styles to a more mature base who goes for quality classic eyewear, the best sellers are dictated by the notable trends of the season. For this season, cat eye has proved itself as right on trend and has therefore been a top seller. “Wilma” of Snob Milano, “Mask Y3” of The Kuboraum, and “Orchid” by L.G.R all represent the style but each one has a different look, from elegant to edgy and aggressive. The oversized glasses, which were omnipresent at this year’s fashion shows are another favorite, while the sporty styles worn by cyclists and skiers are also making a comeback from the 90s. “The keyword is to dare both with dimensions and colors,” emphasizes Michele.

store Le Lunetier Milan Courtesy of Le Lunetier Milano
Le Lunetier, Milan

Le Lunetier Milano
Via Carlo Ravizza, 7
20149 Milan, Italy
+39 02 4398 2683
www.lelunetier.it

Photo: courtesy of Le Lunetier Milano

4SEE has been on the lookout for the best and brightest new eyewear to hit the market this spring and summer, visiting tradeshows across the globe to bring you our editorial picks from Opti, Mido, and Vision Expo East, as well as exclusive press events. With something for everyone, but only the best of, you’re sure to find that perfect fit that combines function, fashion, and of course a healthy dose of fun.

Key trends to look out for are the Visor Revival with heavily shielded shades and Bare Essentials with stripped down and stylish offerings that hit the mark. There is also a growing range of transparent colored lenses to choose from so you can really suit your own style. New for this season are a number of Oval, New Geometric, and Logomania frames you can see in our roundup.

Update: On the Horizon – New technologies are making the impossible possible. We first covered the possibilities for combining augmented reality and eyewear in 2017 with our “Eyes on the Future.” Since then, the concept has really taken off, and so many new developments are about to hit the mass-market. One particularly exciting example is Focals by Canadian eyewear startup North. What makes their high-tech glasses so appealing is that they come in a stylish shape and the technology is so well integrated into the frames that you barely notice it is there. A sign of good things to come in this field. The way we think about nature and sustainability is also constantly evolving; enabling better materials to make eyewear more ecologically friendly. Biodegradable frames and lenses, modular frames, locally and renewably sourced materials, and more are among the new wave of glasses to pick up on this important factor. Issue 11 the WILD ISSUE comes out this fall and will feature a full run-down of what you need to know and where you can go to get on this trend that also helps our planet.

ETNIA BARCELONA titanium collection

ETNIA BARCELONA’S ALL NEW JAPAN-INSPIRED TITANIUM COLLECTION

Best of Both Worlds – Etnia Barcelona Takes on Titanium in their All New Titanium Collection for Spring/Summer 2019

For their first collection in titanium, colorful, creative, and super-stylish Etnia Barcelona went all in with 100% pure titanium, 100% made in Japan. Etnia Barcelona has a reputation for bringing an exceptional level of creativity to their design approach and this collection is no exception. Taking Japanese traditions as their starting point, they take us on a journey that picks up on the minimalist and detail-oriented tendencies of this ancient culture, while remaining true to their own cutting edge identity.

A total of ten new models round out the collection, 6 optical frames and 4 new sunglasses, which represents the companies first foray into titanium. The collection, which became available in January 2019, boldly presents their signature take on what a titanium frame can be. Daring combinations of pure titanium with colorful patterns and colors on acetate rims showcase Etnia Barcelona’s creative verve and flare for design while keeping in mind the lightweight and refined features that titanium brings to the table.

etnia titanium

To emphasize the care and attention that went into this collection and to celebrate their inspirational journey through Japanese culture, the brand is also producing a numbered and limited Collector’s Edition with fixed clip-on sunglasses that will be released in April.

BEXLEY PKBR

SEA POINT HVRD

It’s exciting to see a brand that we love boldly take on a whole new direction with an all new titanium collection inspired by a place that we love too! Combining the best of both worlds with the best of both materials Etnia Barcelona’s titanium collection is a fusion that we can get behind.

Check out their collection here

4SEE EYEWEAR TREND REPORT
Fall / Winter 2018

Text MIO HAYASHI

ZELAI ÓPTICA, MADRID

ZELAI Óptica opened in Pozuelo de Alarcón, just outside Madrid, 30 years ago by Mentxu Ormazábal. An optician and lover of exclusivity, Mentxu began the search for eyewear with a personality and style outside of Spain. “In those days, it was impossible to find healthy vision and innovative design together,” comments Amaya Ázocar, the founder’s daughter. Following the success of the first shop, the second location opened in 1999 in Chueca, a trendy, gay-friendly neighborhood in the heart of Madrid.

Working with independent brands such as Monokol, Michel Henau, Andy Wolf, Res Rei, and Kaleos, their buying policy limits the purchase to one or two pieces of the same models, maintaining the exclusivity of the collection. “We work with many suppliers and designers that we love. In general, we focus on independent design that adapts perfectly to changes in style because their structures allow it.”

Since the beginning, their philosophy has been to provide a complete personalized experience and to create a special connection with the clients. With this in mind, the shops have been designed with a careful attention to details from optometry to choosing the right pair. ZELAI Óptica also prides itself in being a pioneer of introducing metal models, while also counting all-black models as their staples. The trend factor for this season is reflected in the mini glasses and hexagonal models in their assortment.

Zelai Optica
Plaza de Chueca 9
28004 Madrid, Spain
+34 91 524 0547
Website

Photos: courtesy of Zelai Optica

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