Eyewear & Sunglass Fashions

25 years of style, stars, and sales

By Amy Spiezio and Alicia Isenberg Hoglund

Throughout the 25 years of Eyecare Business covering the frame market, the trends and technology have consistently moved ahead—even if that occasionally means getting inspired by the past.

From the advertisements to the frame styling, each generation of eyewear from the 1980s through the present has added a bit of polish and sophistication, reflecting the growing refinement and savvy of retailers and ECPs as well as their customers. On the following pages, we look back and forward at the frame traits and trends to remember.

1980s

Go BIG or Go Home

Eyecare Business starts in an optical universe that was just beginning to grasp the retail and fashion side of the eyewear field. The new Yuppie consumer calls for a faster-pace of service, technological advancements, and a higher level of style, and optical answers that call.

The Ad Biz

Advertising pages in the 1980s shed light on brands, building personal relationships between frame companies and eyecare professionals. Strong brands such as Disney from Marchon and Converse from REM Eyewear usher in a new wave in optical options. Images from top: Marchon, Alain Mikli, REM Eyewear, Costa del Mar, and Hilco

Star Power
	Optical legends like Sophia Loren share space with celebrity newcomers to the market. Billy Dee's eyewear from Kenmark shines a fresh and chic spotlight on multi-cultural eyewear while Claudia Schiffer illustrates a growing relationship between brand-name fashion and optical. Images from top: Viva Optical Group, Zyloware, and Kenmark

1980s

FRAME STYLE TRENDS

Large, plastic frames are all the rage, as are facets, stone and jewel detailing, and modified P3 shapes. As the decade progresses, small metal frames gain popularity, as does tortoise. Splashes of neon are seen and Ray-Bans are anything but “Risky Business” for optical. Images from top: Lindberg, Safilo, Cazal, A&A Optical, Luxottica, Rudy Project, Morel, and Silhouette

 

TIP BOX

FACE FITTING... FROM JANUARY 1988 ■ A long nose or wide-set eyes can be de-emphasized with a thicker, darker-colored bridge that sits lower on the nose. ■ A small nose or close-set eyes can be de-accentuated with a high, thin, light-colored bridge. Also, close-set eyes look farther apart in a narrower frame shape. ■ Wide nostrils can be minimized with a wide keyhole bridge. ■ A short face can be lengthened with a high-placed, light-colored temple. ■ A long face can be shortened with a low-placed, dark temple. ■ A wide face looks thinner, a ow forehead higher, and a weak chin stronger with a high-placed temple. ■ A small mouth and chin look larger, and a high forehead looks lower with low-placed temples and a middle-to-high-placed bridge. ■ Full hair around the face calls for a thinner, lighter frame. With less hair around the face, bolder frames are flattering.

1990s

Sleek and Chic

FRAME STYLE TRENDS

Welcome to the age of rimless. Thanks to the rise of titanium and cycling trend away from super-sized ophthalmics, eyewear goes minimal for the 1990s. Skinny rectangles and slight circles move both eyewear and sunwear, and are typically found in metal. Images from top: Lindberg, Oga, Rudy Project, Morel, and Silhouette

Star Power

Hollywood's style influence is on the rise as movie partnerships with sunglass placements develop and small screen stars increasingly drive purchasing trends. Young adults emulated the rich-kid styles of Beverly Hills, 90210, and “Clueless”; the Spice Girls made a big splash with their be-who-you-wannabe attitude; and women everywhere were requesting “The Rachel,” a hairstyle popularized by Jennifer Aniston's character on “Friends.” Images from Luxottica (l) and Viva

1990s

The Ad Biz

Quirky individualist style takes hold on ad pages as avante garde European designers bring their product to U.S. dispensing tables. American fashion brands also step up to the plate in the optical arena, setting the stage for a brand bonanza. Another focus is on technology, whether connecting eyewear to racecars or to chic lifestyle, ads show that eyewear is part of the hip, high-performance tool kit for discerning patients. Images clockwise from top: Oakley, Face a Face, Hilco, A&A Optical, Safilo, FocusGroup West, Alain Mikli

 

 

TIP BOX
Kids Frames... From June 1994 ■ Quality spring hinges. ■ Unifit nosepad bridges or saddle bridges—and orthopedic bridges for infant frames. ■ Good base metals and metal finishes. ■ Good color techniques and non-toxic paints. ■ Cable temples. ■ Polycarbonate plano sunglass lenses.

2000s

The Name Game

 

 

 

 

The Ad Biz

Brand building grows in the new millennium as buyers connect more to familiar faces and the power of name brands. Ads shown: Halle Berry/Versace and Ben Affleck/Ray-Ban, Luxottica, and Patrick Dempsey/Serengeti

Star Power

The age of the paparazzi makes an indelible mark on the optical world as styles featured in magazines drive the optical desires of the buying public. Some of the greatest celeb influences on optical are the rise of chic acetates and zyls, matte and flat metal looks, and the supersizing of sunwear. In the late 2000s, retro begins its wave. Shown: Brad Pitt in Tom Ford/Marcolin with Angelina Jolie, Robert Downey, Jr., in John Varvatos/REM Eyewear; George Clooney in Persol/Luxottica, Rihanna in Fendi/Marchon, Paris Hilton in Robert Marc, Nicole Richie in Bvlgari/Luxottica, Lindsey Lohan in BCBGMazAzria/ClearVision, and Jessica Simpson in Dior/Safilo

2000s

 

FRAME STYLE TRENDS

The boomer and echo boom populations shape the frame world with their desire for unique and personal looks. These generations of individualists seek the youthful, eyecatching, and chic. Plastic frames make a big comeback, as do many classic styles and retro shapes. Images (clockwise from top left): Carolina Herrera/Base Curve-REM Eyewear, Silhouette, Lindberg, Robert Marc, Kirk Originals, Cazal, Morel, Gotti

TIP BOX:

Sports Considerations... From February 2007 ■ HELMET LAWS. For speed, comfort, and good vision, be sure there is a smooth transition between helmet and goggle. Also, the same set of goggles often needs to fit the wear equally well with or without a helmet. ■ STAY FIT. Consistently, the sticking point for sports eyewear is that they stay in place. Sweat, motion, and the elements create a challenge that only well-fit eyewear can meet. Check that glasses are snug, light, and use technology such as shapeable rubber temple pieces to prevent slipping. ■ CLEAR VIEWS. Nature's elements are tough enough, and fog inside of lenses is a red flag for competitors. Well-ventilated frames help fight that battle. Good peripheral vision with goggles and sunwear keeps the visual field open. Look for low-profile designs that minimize bulk and allow for a broad range of vision. ■ FORGET ABOUT IT. Always try to ensure that sports participants can put on their eyewear and not think of it again until the competition is over. Image: Rudy Project

2011s

Back to the Future

FRAME STYLE TRENDS

Retro meets with the future in the second decade of the 21st century. Influenced by an ongoing challenging economy and a wry outlook on life from a growing hipster buying segment, large, plastic frames are back, as are retro styles, and eyewear continues to experiment with bold colors.

While the green movement has been somewhat slowed by the distractions of the economy, buyers are more aware—and more demanding—that eyewear be made and packaged with green considerations.

Building on a budding trend from the 2000s, eyewear and sunwear are getting a social conscience as many lines create subcollections for special interest groups as well as fund-raising models to help good causes that align with the makeup of specific brands.

Heading into the future, super high-tech takes the focus with new options such as 3D eyewear. Images (l to r from top): X-Ide, Lindberg, ClearVision Optical, Rudy Project, Gotti, Silhouette, Viva International Group, McGee Group

 

Star Power
While the young and glam fuel fashions, boomer celebs are still style makers. Supermodels from the 1980s and fabulous 50- and 60-somethings inspire frame buyers. Images (from top): Cheryl Crow in Eco/Modo, Nadia Auermann and Helena Christensen in Silhouette, Susan Sarandon in Orgreen, Terry Gilliam in Persol/Luxottica

2011s

The Ad Biz

Advertisements take a big step into technology with the addition of web links, Facebook “like” buttons, and QR codes for smart phones. In addition, frame ads are more than just a pretty face as branded collections put an emphasis on more seamless head-to-toe looks that put ophthalmic eyewear into the fashion arena. Shown: Hilco, Rampage/Viva International Group, Wescan, Dolabany/Best Image Optical

 

TIP BOX:

Going 3D... From January 2011 ■ FIRST MARKET: Early adopters and techno geeks. “Initially it will be someone specifically drawn to the 3D aspect, the early adapters,” says Marchon's vice president of new business development, Hannah Sarbin. ■ WHERE THE BOYS ARE: “Men are the main buyers of 3D eyewear right now,” says Douglass Rees, manager of the lobby O Store at Oakley's corporate headquarters. “It's kind of a guy thing at first, a gadget and something that's making your movie experience more amazing.” ■ JUST KIDDING: Those in their mid 20s to mid 30s are expected to be the first wave of consumers. “Some of the older people think 3D is just a fad because it was before. The younger people see it as more of a staple that can enhance movies in general,” Rees says. ■ THE BIG PICTURE: Movie buffs will be willing to invest in their comfort and visual performance with their own pair of 3D eyewear, and that group crosses demographic lines. “That's the thing about movie buffs, they come in all ages, all demographics,” says Tom Sauer, optical manager/optician at Advanced Vision Care in Tucson, Ariz. Shown: Oakley

MILESTONES

A&A Optical Company

2011 marks 40 years in business for family-owned and operated A&A Optical. Proud of its roots and company philosophies, A&A commemorates this significant milestone by choosing to “Celebrate,” and has made a commitment to Celebrate friendships, long-term partnerships, creativity, innovation, service, and quality. A&A continues to build on each of these areas to provide customers with the ‘Ultimate Eyewear Buying Experience.'

Founded in 1971 by Alex and Agnes Liener (A&A's namesake), A&A Optical has been under the leadership of Robert Liener, A&A Optical President and CEO, since 1998. A&A markets nine established eyewear collections, including four licensed brands, offering the ultimate selection in premium, quality eyewear to optometrists, ophthalmologists, and eye care retailers throughout the United States, Mexico, Canada, Latin America, and the Caribbean.

Since A&A's inception, the company focus on lifestyle, fit, quality, and attention to detail in each eyewear piece created. Aligned with their customers' needs and the latest trends, A&A offers market-specific collections that span all market segments. A talented design team creates the original in-house designs while incorporating innovative technologies and material, as well as the latest trends in design, shapes, and treatments.

A&A Optical Celebrates service by continuously training and educating customer service and sales teams so that they are empowered to provide customers with exceptional service which exceeds customer expectations. A&A's customer service team consistently provides fast, friendly, informative service. Every A&A consultant strives to offer customers the best possible solutions, profit building opportunities and extraordinary personalized attention.

2011 has been an exciting year. A&A Optical signed an agreement with Jimmy Crystal New York. Jimmy Crystal was founded in 1991 and has earned a world-wide reputation for unique hand-crafted accessories made with Swarovski Elements. A&A holds rights to the design and global distribution of designer sun, ophthalmic,and reader collections under the Jimmy Crystal brand name. The collection launched in May and has had an amazing response in the marketplace. A&A will be introducing several new designs at Vision Expo West.

A&A Optical Company collections include house brands: XXL^™, Jalapeños^®, Cruz^™, Alexander Collection^™, and New Globe^™. Licensed brands include PEZ^®, Quiksilver, Roxy, and Jimmy Crystal. A&A will soon unveil Black Velvet, a new line of men's and women's eyewear created by Quiksilver and Roxy, designed in France. Attendees at Vision Expo West will be able to view the new collection, which features bold, deep shapes in dark-colored matte and shiny acetates. Black Velvet returns to the brand's origins, resonating through this expression, “Timeless frames for iconic people.”

A&A OPTICAL COMPANY MILESTONES AND HIGHLIGHTS
1971	A&A Optical Company was founded by Alex and Agnes Liener (A&A's namesake).
1984	Alexander Collection™ debuts. Alexander Collection™ offers elegant styles designed to complement ladies with petite to full faces in eye sizes from 47 to 57 mm.
1996	A&A Optical enters licensing agreement with Pez® Candy, Inc. Pez® eyewear is born. Durable and stylish eyewear for children featuring the No Questions Asked Lifetime Warranty on all Pez® frames.
1999	A&A launches house brand Jalapeños®. Jalapeños® eyewear has captured the attitude of the teenage and young adult market.
2002	XXL™ eyewear is launched. Premium quality eyewear engineered for the man with special fit needs and endorsed by ESPN's Ron “JAWS” Jaworski. The XXL™ collection features classic, athletic, and uptown styles.
2006	A&A Optical partners with Susan G. Komen For the Cure® and commits to donating annually to support breast cancer research. Since the inception of its partnership, A&A Optical has donated nearly $100,000 to the Foundation.
2007	Cruz™ eyewear for men launches at Vision Expo East. Designed for the discriminating modern man, Cruz™ eyewear offers affordable luxury and innovative styling for work and leisure.
2009	A&A Optical signs ESPN's Ron Jaworski as XXL™spokesperson.
2009	A&A Optical becomes the exclusive supplier of Quiksilver and Roxy ophthalmic eyewear throughout the United States and Puerto Rico.
2011	A&A Optical unveils the Jimmy Crystal collection. A luxury, designer eyewear collection for women, made with Swarovski Elements. Collection includes ophthalmic eyewear, sunglasses, and readers.

Contact Information

800-492-4465 WWW.AAOPTICALCO.COM