For an Italian eyewear manufacturer, eyeglasses should not only help improve a customer’s vision but also empower; they should fit the style and personality of the wearer.
Safilo, a brand that has made eyewear in Italy since 1934, brings six of its luxury brands to the Philippines, through its official distributor Ark Trends Inc., thus expanding its global presence. It brings designs from its core brand, sports eyewear Carrera, as well as licensed labels Jimmy Choo, Fendi, Hugo Boss, Max Mara, and Dior.
“Safilo believes that style is about being yourself. It’s a matter of authenticity, consistency, and personal style which Safilo’s line-up of eyewear brings about,” said Safilo’s associate director brand for APAC Vincent Cleme.
Promising fit, finish, and comfort, each pair in the Safilo collection is made with utmost attention to the smallest of details. This claim is seen in features such as laser engraving designs, the colors, and materials used to ensure that each pair is not only fashionable, but also built to last.
“We at Ark Trends, Inc. are very proud of our new partnership with Safilo; we’re lucky to serve as a bridge between Italy and the Philippines by bringing these brands into the local market for Filipinos to enjoy,” said Ark Trends chief executive Ramesh Dargani.
Highlighting the brand’s efforts to combine artisan skills and advanced technology to create and evolve its products and services, Safilo and Ark Trends, Inc. selected a group of artists from the art, fashion, and design world to sketch a number of personalities during its media launch at the Manila House Private Club. Each personality represented the different Safilo brands launched in the Philippines.
To represent Carrera, artist Miguel Chavez sketched Mara Lopez. For Jimmy Choo, Soleil Ignacio drew Bubbles Paraiso. Fendi, on the other hand, was brought to life through the tandem of Jojie Lloren as artist and Isabelle Daza as the model.
The other artist-model pairs were Carlos Celdran and Atticus King for Hugo Boss; Maria Isabel Lopez and Rhian Ramos for Max Mara; and Mich Dulce and Coleen Garcia-Crawford for Dior.
The sketches, all depicting the models wearing the various Safilo brands, were then exhibited for each one to see. The guests marveled at the unique way that each model was depicted in the different drawings, with their choice of eyewear reflecting their individual styles and influencing the artist’s rendition.
“By bringing these eyewear choices to the Philippines, we aim to help Filipinos show their individual style through their eyewear,” enthused Cleme.
Safilo’s eyewear collection is available at LS Pascual in Rockwell, Edsa Shangri-La Mall, Robinsons Ermita, Robinsons Magnolia, and TriNoma; Optical Works in SM Lucena, SM Lipa, Festival Mall, SM Dasmariñas, SM Southmall, SM Bacoor, Shoppesville, SM North Edsa, SM Marilao, and SM Pampanga; and George Optical in Solenad Sta Rosa.
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