Lines and Launches
What's New for Buyers
By Marcy Bruch
Photography by Peter Baker

European Flair
Sàfilo launches MaxMara

MM255 (top) and MM195

MaxMara, an upscale women's fashion brand heralding from Italy, was first introduced back in 1951. Today there are 1,240 MaxMara boutiques around the world. Now Sàfilo has brought the MaxMara Occhiali eyewear collection, previously only available in Europe, stateside. The nine-piece ophthalmic collection caters to discriminating women in their 30s and beyond who want eyewear that exudes continental elegance. All frames are made in Italy, and the line includes two plastic styles, two three-piece mounts (one metal, the other injected nylon) and five metal styles. MaxMara metal frames are available in earth tones such as burgundy, smoke, and copper. Plastics have a marbled effect in colors ranging from olive and rose to blue and brown tones. All styles accommodate progressive lenses and range from modified ovals to muffin and butterfly silhouettes. Wholesale prices range from $55 to $70. Point-of-purchase materials include a 19"x25" poster, 8.5"x11" and 5"x7" countercards, as well as one-place and four-place displays. Each frame comes in a sophisticated black-and-tan plaid hard case. "This line is the perfect solution for our customers who are looking for a bridge collection priced between our Nine West and Christian Dior eyewear brands," says Dick Russo, senior vice president of sales for Sàfilo. For more information, call 800-631-1188.

	G117010 (top) and G116016

King of Stonewashed Denim
Colors in Optics debuts Marithe+Francois Girbaud eyewear

Back in the '80s, Francois Girbaud took a pair of jeans, beat them up to give them a weathered look, and stonewashed denim was born. His apparel label, Marithe+Francois Girbaud, grew to include other street wear that reflects his experience as a musician. Now Colors in Optics offers a 21-piece ophthalmic and sunwear collection under the same brand. It is comprised of metal, plastics, and rimless styles that wholesale from $69.95 to $94.95. Frame shapes range from traditional ovals, squares, and rectangles, to more unusual diamond-shaped styles. Colors also run the gamut from black, gray, brown and blue, to more whimsical yellow, pink, and red. All frames come in a choice of matte or frost finishes. Each style comes in a silver case with a red Marithe+Francois Girbaud logo. Point-of-purchase materials include a four-place display, logo blocks, and countercards. "These frames are for both a young audience and over-40 demographic," notes Rona Hutton, vice president and designer for Colors in Optics. For more information, call 866-465-COLORS.

Downtown (top) and Mintage

Black Tie Affair
Continental Optical Imports introduces After Six

Special details like Swarovski crystals, faux pearls, and enamel inlays make Continental Optical Imports' new After Six collection perfect for after hours. After Six includes 12 ophthalmic and four sunwear styles with seven styles for men and nine models for women. Debut is an understated men's frame with a tuxedo button accent at the temple. He's Buying is a woman's frame with a faux pearl insert at the temple. Cordova is a three-piece rimless sunglass style with Swarovski crystal details. Downtown is a distinctive single-bridge rectangular aviator sunglass frame with tortoise temples for men. Each frame wholesales for $49.95, features the After Six logo at the temple, and comes inside a tuxedo cloth covered case. Point-of-purchase materials include an interlocking acrylic display in silver, champagne, and lavender; a catalog; countercards; and posters. For more information, call 800-621-1004.