frame introductions

Amy Endo, ABOM, and Amy Spiezio

1 Beautifully Focused

Oakley women's eyewear is for women who, when not competing, are still competitors; when not active, are still athletes. In the moments between, they are still acutely focused on sport. Oakley prescription eyewear is for the moments in between.

Brainy meets sassy in Oakley style Irreverent, the collection's faux semi-rimless with a bold attitude. The large cat-eye shape lens will appeal to both the rocket scientist and the fashionista alike, company representatives predict.

With many color and pattern choices, this sister to Disguise sunglasses is girly, geeky, and cheeky.

Constructed of lightweight, stress-resistant acetate, the frames are durable for daily wear with a layer cut out at the hinge for a pop of contrast.

Irreverent has a heat-adjustable body and bent ear stems to ensure a comfortable fit. The frames come with their own collection-specific eyewear case.

INFO: 800-278-1383, oakley.com

2 CHARMANT

MODEL: Charmant Z style ZT11767
MATERIALS: Titanium
SIZE: 56-15-140
COLORS: Black, brown, gray
MARKET: Men
INFO: 800-645-2121, charmant-usa.com

3 MCGEE GROUP MODEL: Vera Bradley Optical “Touch of Color” collection style Naomi MATERIAL: Metal MARKET: Women SIZES: 52/17-130 and 54/18-130 INFO: 800-966-2020, mcgeegroup.com

4 BEST IMAGE

MODEL: Mario Galbatti style MG-139
MATERIAL: Italian zyl combination
SIZE: 51/17-140
COLORS: Tiger olive, ebony, demi, and amber beige
MARKET: Unisex
INFO: mariogalbatti.com

FRAME INSIGHTS Refined Style

ClearVision Optical has refined BCBGMAXAZRIA's design direction in its fall 2011 eyewear collection, presented at Vision Expo West. The volume of updated looks in the eyewear line makes this one of the largest optical launches for the brand to date. The soft relaunch refreshes the collection and brings the brand more in line with the BCBGMAXAZRIA fashion collection. “It's definitely on trend with high-end looks at a value,” says Jen Coppel, manager of product design and development at ClearVision. “The shapes are more fashion forward and give our collection a lot more shape variety.” Fashionable and chic, the fall 2011 optical styles are fresh in color, with touches of bling and detail work. Created for fashionable women ages 22 to 55, the collection includes eight modern, luxe styles, featuring: ■ Jewelry-inspired accents of European crystals, chains, and pin dots. ■ Oversized eye shapes in rich acetate materials. ■ A fresh, paler palette including lavender, green, and pink. “We started to play with color in new ways,” Coppel says. “We keep pushing as we move forward.” To promote the fall 2011 direction and optical collection, ClearVision is developing a series of promotional e-blasts, P.O.P., and in-store marketing materials. A comprehensive social campaign including Facebook e-coupons, fashion tips, and trends is also planned, along with a special Eyewearista episode. ClearVision's Facebook Vlog, The Eyewearista, showcases the latest fashion trends and style news and translates them to the fashionable world of eyewear and sunwear. In addition, ClearVision is working with BCBGMAXAZRIA to include optical on the BCBG.com consumer website. The site will include an optical store locator that directs consumers to stores where they can purchase BCBGMAXAZRIA eyewear. INFO: 800-645-3733, cvoptical.com, facebook.com/clearvisionoptical

6 ZYLOWARE

MODEL: Stetson style ST 287
MATERIAL: Zyl
COLORS: Brown fade, driftwood
SIZES: 56/14-145; 58/14-145
MARKET: Men
INFO: 800-765-3700, zyloware.com

7 Happy Anniversary

Mykita is marking its 8th anniversary with a revisitation of the Platinum Limited Edition. This year's three models from the Mykita Lite collection are: Peer, Kimi, and Jon. The delicate-looking, ultra-light aviator frames were designed with subtle contours but bold corners and double bridges. Jon is a classic example of the Mykita form vocabulary, while Kimi is defined by a dynamic top line and a more angular form. Peet is the overtly masculine member of the trio.
All models boast a platinum coating that is applied using a galvanic process. The coating is applied not only to the frames but also to the Christian Dalloz Sunoptic lenses themselves. The platinum also serves as a sun shield and as tinting for the lenses, which feature 100 percent UVA and UVB protection. The Platinum Edition is limited to 300 sets per model. Customers ordering one of the three special-edition models will also get a special anniversary box including a copy of the “MYKITA 8” book.
INFO: 855-695-4826, mykita.com

8 Holiday Style

With a nod to 70s aviator styling, the newest Jimmy Choo from Safilo, Luisa, has a teardrop shape. Glamorous crystals frame the logo detail on the temples for a bold and sophisticated look. Made from Optyl, an ultra-lightweight plastic material, the model reveals a stylish metal design feature on the double bridge bearing the engraved logo like a discreet style hallmark. Featured in refined matte black and white, the glasses are also available in luxurious colorations of gold and silver. Presented in a special crocodile-effect clutch case featuring the iconic hardware closure that adorns other Jimmy Choo accessories, the sunglasses are available in the United States from December 2011 at leading optical retailers, Jimmy Choo boutiques, and department stores. INFO: 800-631-1188, safilousa.com

9 MOREL

MODEL: Lightec Alpha 10 drills
SIZE: Variable
MATERIAL: Stainless and polyurethane rubber
COLORS: Total of 13, including fluorescent green, violet, fuchsia, black, gray, white
MARKET: Men (three models), women (three models)
INFO: 800-526-9983, morel-eyewearusa.com