ClickZ Eyewear Newsletter - 08.22.2024

PLUS: How PitViper and Lexxola have won the TikTok race

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ClickZ
August 22, 2024 • Estimated Reading Time: 5 minutes

Specialty Bites 🍪

Julia Fox continues to push the boundaries of fashion, blending futuristic elements with athleisure in her latest New York appearance. On Wednesday, she was spotted wearing a metallic Diesel cardigan paired with Oakley's rare Over the Top sunglasses and basketball shorts. These sunglasses, initially released in 2000 and famously worn by Trinidadian runner Ato Boldon during the Sydney Olympics, have made a limited-edition comeback in a striking metallic shade. Designed to minimize pressure points and reduce bounce, these sunglasses were engineered specifically for track and field athletes, according to Brian Takumi, Oakley's vice president of product creative.

The Over the Top sunglasses have garnered global attention, even making an appearance in the 2001 film "Spy Kids" and being sported by Flavor Flav in 2003. Julia Fox's choice to wear these iconic frames underscores her knack for blending high fashion with unique, statement pieces. Just days earlier, she was seen in a Zac Posen viral Gap shirtdress, retailing for a mere $125, styled off the shoulder with mismatched buttons and a lime green wide-brim hat.

Fox's fashion choices are not just about making a statement; they are about creating moments that resonate globally. Her ability to mix accessible fashion with high-end, rare pieces keeps her at the forefront of the fashion world. Whether it's a metallic cardigan or a dress that went viral, Fox's style is a testament to her innovative approach to fashion.

Wes Gordon collaborates with Silhouette to launch a limited edition sunglasses collection, 'Wes Gordon for Silhouette.' Featuring four colors and a unique hand-sanding technique, the collection blends retro glamour with futuristic design. Gordon aims to provide women with effortless sophistication, showcased at his New York fashion show.

Eschenbach Optik and Tom Tailor have partnered to launch TOM TAILOR Eyewear, combining Eschenbach's expertise with Tom Tailor's casual style. The collection, debuting in August 2025, will feature trendy sunglasses and frames available in select opticians, Tom Tailor stores, and online, emphasizing modern, high-quality design.

French eyewear brand Izipizi appoints Jonathan Crespo as its first U.S. CEO, marking its North American expansion. Crespo, formerly with Oliver Peoples, will lead the new U.S. subsidiary, reporting to the Paris-based founders. He aims to replicate Izipizi's European success in the American market.

Performance Platters 🍽️

While the average eyewear brand has only 0.07% of their Instagram followers on TikTok, trailblazers like Pit Viper and Lexxola are leveraging the platform's unique engagement potential, with Pit Viper amassing over 275,000 TikTok followers through their unconventional content strategy.

Brands are rapidly adopting viral internet phrases like "very demure" to stay culturally relevant. While this can boost engagement, experts caution that not all brands should follow suit. Successful integration requires alignment with brand identity and consumer ethos, ensuring authenticity and avoiding the risk of seeming out of touch.

Gen Z is increasingly using Pinterest for shopping inspiration, making it a crucial platform for brands targeting this demographic. Pinterest's user base is growing, with Gen Z being the fastest-growing segment. Brands like American Freight and Bis are leveraging Pinterest's features to boost engagement and sales.

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