ROME — Fendi and Thélios share the aim of creating the style model a pressure in eyewear. The two firms, each a part of LVMH Moët Hennessy Louis Vuitton, have signed an unique partnership for the design, growth, manufacturing and distribution of the Rome-based model’s eyewear collections.
Fendi’s first assortment produced by Thélios, comprising sun shades and optical frames, will bow for fall 2021 and might be obtainable beginning immediately in Fendi shops and on-line, in addition to inside Thélios’ selective distribution community this month. Fendi’s eyewear was beforehand produced by Safilo from 2014, and earlier than then by Marchon.
Serge Brunschwig, chairman and chief govt officer of Fendi, mentioned in an unique interview that the corporate shares with Thélios “a commitment to Italian craftsmanship, creativity and innovation.” He underscored the significance of constructing strong private relations — added property on this sector, he mentioned. The settlement with Thélios can also be primarily based on this relationship, Brunschwig defined.
“We are working together with great confidence,” mentioned the chief, emphasizing Thélios’ give attention to design, which can assist ship progressive merchandise. “We are very happy with the reaction of clients, and there is a desire to expand the category that is highly promising.”
Fendi additionally plans to develop the optical section with Thélios. “You can make a fashion statement also through optical frames,” Brunschwig mentioned.
“We are very happy about this union of two Made in Italy companies and it’s the first time for Thélios with an Italian brand,” mentioned Sara Osculati, chief model and product officer of Thélios. “We are aligned in the appreciation of the craftsmanship and industrial savoir faire of Italian manufacturing.”
Osculati mentioned the businesses are “animated by the same will to elevate the category of eyewear, with a clear recipe of unique designs, quality of products and choice of materials, techniques and artisanal and visual merchandising.”
The assortment, which was teased with the debut of Kim Jones as creative director of Fendi’s high fashion, ready-to-wear and fur collections for ladies earlier this 12 months, was launched to retailers in June with devoted visible merchandising at Fendi’s headquarters, within the placing Palazzo della Civiltà in Rome. The Fendi codes are to be transferred into the factors of sale, which might be very selective, mentioned Osculati, to permit “customers to live the Fendi experience.”
Selective distribution is a “very clear pillar,” she continued, including that the thought is to leverage “the network we have built with other LVMH brands, with top down investments.”
Thélios started working in 2018, a three way partnership between LVMH, which has a 51 % stake, with storied Italian eyewear-maker Marcolin proudly owning the rest. LVMH additionally owns a ten % stake in Marcolin. Since its inception Thélios has grown to supply and distribute eyewear collections for Celine; Loewe; Kenzo; Fenty; Fred; Berluti, and Rimowa. In addition to Dior, additionally it is launching Stella McCartney’s assortment for spring. Thélios can also be unveiling a brand new model for males referred to as 9.81, a reference to the common fixed of gravity (9.81 Newtons).
The basic consensus is that Thélios will steadily produce eyewear collections for many if not all of the manufacturers below the LVMH umbrella.
The core Fendi eyewear value vary won’t change, however there might be “a stretch on the top range” of glasses priced at greater than 500 euros, whereas the 200-euro vary will assist strategy new clients, within the optical class specifically, “which has been very important for Thélios,” Osculati mentioned. “We want to have the same codes and refinement also in the optical segment.”
The first assortment includes about 50 fashions for women and men, however there are plans to combine the class in Fendi’s capsules and collaborations, leveraging its place and totally different pricing. Various Fendi signature parts seem on the designs, from the FF emblem to the Havana shade and the geometric cuts. A cool cap confirmed sun shades included within the visor.
Fendi’s eyecap
FABRIZIO MARTINEZ
Osculati underscored the significance of the 12 months 2021, with the arrival of Dior final January, and now Fendi, which can assist Thélios attain “another level.”
Thélios was expanded final July to accommodate the arrival of the extra collections. Production spans over 194,400 sq. toes, and Thélios employs 800 folks, with 600 of them in Italy.
Osculati mentioned the corporate has employed 150 new staff for the reason that starting of the 12 months, largely in Italy, particularly within the Longarone and Padova websites. “We confirm our investment in Italy, this is very important for us.”
Fendi and Thélios are additionally working to advance sustainability within the eyewear business. The latter in February mentioned it had partnered with Mazzucchelli 1849, a number one acetate sheet producer, and with specialty supplies supplier Eastman — a pioneer in molecular recycling — planning to make use of acetate that’s recyclable in 2022. “We are also working to find new solutions in terms of packaging, materials and upcycling,” Brunschwig mentioned.
