Safilo Group and HUGO BOSS announce the early renewal of their global licensing agreement for the BOSS and HUGO eyewear collections, until December 2030.
BOSS 1609S
Safilo has constantly supported the growth of BOSS and HUGO in the eyewear category. Both brands represent a point of reference in the eyewear landscape, catering to a diverse consumer base that recognizes the undisputed uniqueness of the eyewear collections.
“We are delighted to early renew our partnership with HUGO BOSS, a highly valued partner for Safilo, and representing an exceptional asset in our portfolio. I am glad that in just a few years we will celebrate the 20th anniversary of our partnership which began back in 2006. The remarkable rebranding of BOSS and HUGO in the last two years, fully embraced and executed by Safilo in the eyewear collections, paves the way for a bright and successful future of the brands in all our markets and distribution channels.”
Angelo Trocchia, CEO of Safilo Group
“Our CLAIM 5 growth strategy is broad-based. We want to grow across all regions, touchpoints, and brands, as well as in all product areas. Safilo perfectly supports our growth in the eyewear segment and is a key player in the industry with high quality standards and a strong distribution network worldwide. We are excited to continue the successful and long-term partnership with Safilo and are convinced that we have the right partner at our side to leverage the full potential of BOSS and HUGO in the global eyewear business,” says Daniel Grieder, CEO of HUGO BOSS AG.
The joint strategy is to continue to gain market share with BOSS eyewear through a unique and compelling product offer thanks to the development of iconic styles that are immediately recognizable to the consumer. HUGO, which accounts for a considerable share of HUGO BOSS´s eyewear business, will also continue to expand its presence within the Gen Z target group, supported by a distinctive product proposition and a consistent go-to-market approach.
An incisive expression of creativity and Italian style, this is X-Ide, a brand that marries design and artisan craftsmanship, inspirations of yore and contemporary concepts. Today, X-Ide is set to appear with a new, more modern and contemporary look, with the aim of conquering a young and super-fashion-oriented target audience.
“Restyling of the logo is just one of the pieces in this project. X-Ide has always been a futuristic, avant-garde brand and therefore must express itself at the highest levels and keep pace with the times. Over the years, many things have changed. The brand has stayed true to its core values – colour, creativity, innovation – but, little by little, it has evolved.
Thus, the absolute need to revisit the logo to give it greater breadth. The new version is more linear and also more incisive and eye-catching, just like the new collections, and imbues X-Ide with a new visual identity. This new identity allows us to create a greater connection with our customers who are increasingly discerning and demanding.”
Susi Tabacchi, General Manager of Immagine98
The new logo is a contemporary interpretation of the brand’s more relevant and eye-catching new attitude. X-Ide’s creative ethos welcomes innovation and breaks the dominant mental stereotypes. “To convey the message of its revamped identity,” continued Tabacchi, “we developed a photo campaign that would exalt the brand’s distinctive element: colour.”
An objective realized through images that adopt a specific colour palette: pink, lilac and blue. “From the clothing to the eyewear, and even the background, each detail consistently follows this colour scheme, accentuating the brand’s focus to the max and narrating its story through evocative colours and nuances,” according to the creative team.
But that’s not all. The rebranding also coincides – not by chance – with the brand’s 20th anniversary. “A unique opportunity to celebrate such an important milestone,” noted Tabacchi. “The big news of 2024 is also the creation of a capsule collection that presents 8 styles with double temples, distinctive characteristic of the collection at its launch, here in a contemporary version inspired by the Cyberpunk concept.”
Immagine98 continues to have an impact on the eyewear industry, celebrating the past and foretelling a future of style and innovation with X-Ide New Generation.
“For us, the rebranding, the new identity project and the capsule collection are an opportunity to grow, innovate, tap into new markets and conquer new targeted audience segments, as well as to reconnect with existing ones,” concluded Tabacchi. “In today’s world, the speed with which the market changes is overwhelming; fashions change and we must be able to metabolize the changes, interpret them and evolve.”
There are groundbreaking ideas that are still unsurpassed many years after their creation, and which continue to set standards. The Titan Minimal Art from Silhouette is one of these rare and precious ideas. To this day, there is no other premium eyewear in the world (and probably in the entire universe) that is so consistently and skillfully minimalistic.
The timeless, rimless eyewear has no hinges, no screws and, at 0.06 ounces, almost no weight. Instead, it inspires with unparalleled comfort, unsurpassed quality, vision without limits, and the empowering feeling of lightness.
With these unique characteristics, the Silhouette icon has fascinated millions of people around the world—and beyond, for 25 years. After all, the Titan Minimal Art has been space-qualified since the turn of the millennium and regularly supports missions in space as a crew member.
A Fascinating Star in The Eyewear Market Since 1999
“I simply wanted to omit anything that was unnecessary, while also refusing to compromise in terms of design and comfort,” says designer Gerhard Fuchs looking back on his approach, which surprised everyone in 1999 and revolutionized the eyewear market.
The Titan Minimal Art quickly became an international sensation and rose to become the new, fascinating star in the eyewear sky. “Suddenly, we were receiving letters and e-mails from all over the world, thanking us,” recalls Michael Schmied from the founding family and current CMO. “That was extraordinary and very moving.” Over 12.4 million pairs of the eyewear icon have been sold to date—and there is no end in sight to this success.
The Titan Minimal Art Left Its Mark
Who would have thought that the ultra-light Titan Minimal Art would one day be completely weightless? In 2000, it happened: after rigorous scientific testing, the Titan Minimal Art became space-qualified and was selected as the favored eyewear for all astronauts. It subsequently traveled into space and has since proven itself on numerous missions.
The lack of screws eliminates the risk of parts coming loose and causing damage or injury. The non-slip fit, and unique wearing comfort of the Titan Minimal Art is also very helpful, as astronauts cannot adjust the fit of their eyewear during their long outdoor missions.
A year later, the Titan Minimal Art took off in a somewhat different way: on the international catwalks. As sunglasses, they became an it-piece worldwide and inspired numerous stars. In the 2010s, Silhouette took it to the next level with the Titan Minimal Art Special Editions. Famous faces fell in love with the now equally famous premium eyewear.
Passion Never Ends
The iconic, timeless design of Titan Minimal Art has since won 18 international awards. The basic concept remains unchanged, but Silhouette is constantly working on the details with passion, dedication, and meticulousness.
Since its debut in 1999, the design has constantly evolved with over 22 optical and 27 sun collections. This year, Silhouette celebrates its icon with an anniversary collection—designed for the next generation of visionaries.
The 2024 collection combines the best of 25 years and enriches the legend with even more great details. For example, the dynamic, rimless models are characterized by an innovative lens finishing technique, a more delicate nose bridge and even more easily adaptable titanium temples with additional flex zones.
Born On Earth. Worn In Space. new Silhouette eyewear campaign.
Silhouette has thought of everything with its innovative and timeless design. Customers can choose from feminine and masculine, as well as from modern and classic shapes and colours. The colour palette ranges from galaxy-inspired green, blue, and violet to timeless tones such as gold, rose gold, and silver.
100% Silhouette
Even an icon like Titan Minimal Art can still be improved. Silhouette has been a full-service provider since 2017. In the Lens Lab at its headquarters in Linz, the family business produces the perfect combination of frames, lenses, and service under one roof. For customers, this means tailor-made optical eyewear for a perfect visual experience.
Born On Earth. Worn In Space
Silhouette’s latest campaign: Born On Earth. Worn In Space.
In homage to the Titan Minimal Art collection and 25 years of space travel, Silhouette will be promoting the 2024 collection “Born on Earth. Worn in Space.” with an international marketing campaign featuring models posing in deep-space backgrounds created by AI/CGI.
For six-year-old Justin, success in school has not come easily. Significant vision impairment hampered his earlier efforts to succeed. For children like him the classroom is especially challenging.
Optometry Giving Sight See Better.Learn Better Jamaica program with Justin at the board
Thanks to an Optometry Giving Sight (OGS) funded project, implemented by See Better.Learn Better Jamaica, Justin underwent an in-school vision screening – his first — offered twice yearly by See Better.
He now has prescription eyeglasses that will be updated annually through his primary school years if necessary, and access to annual exams and follow-up care. And, it’s offered at no cost thanks in part to donors who give so generously to OGS in support of the organization’s mission to end preventable blindness and impaired vision throughout the world.
Etnia Barcelona demonstrates its connection to the art world with the launch of Miscelánea. The campaign, through which the Barcelona eyewear brand presents its Autumn-Winter 2023 collection, portrays a world full of symbolism where two cultures converge: Japanese and Mediterranean. Miscelánea portrays unique surrealistic atmospheres starring female characters, whose composition is a clear nod to classical pictorial art.
K-774’s retro-inspired look features patterned base acetate and custom lamination on the temple, creating a striking look where colours blend seamlessly.
Delve into the world of night vision technology. From thermal imaging to infrared systems, explore how these innovations improve our ability to see in the dark.
Vision Expo East, organized by co-owners RX and The Vision Council, announces that submissions are now open for the highly anticipated NOW Trend Showcase and Awards at Vision Expo East 2025, taking place in Orlando, FL.
The Association des optométristes du Québec (AOQ) will take the relevant legal measures to challenge the validity of the government’s ministerial order preventing optometrists in the province from exercising a right to which they are entitled: to opt out of the public health plan.
K-774’s retro-inspired look features patterned base acetate and custom lamination on the temple, creating a striking look where colours blend seamlessly.
Delve into the world of night vision technology. From thermal imaging to infrared systems, explore how these innovations improve our ability to see in the dark.
Vision Expo East, organized by co-owners RX and The Vision Council, announces that submissions are now open for the highly anticipated NOW Trend Showcase and Awards at Vision Expo East 2025, taking place in Orlando, FL.
The Association des optométristes du Québec (AOQ) will take the relevant legal measures to challenge the validity of the government’s ministerial order preventing optometrists in the province from exercising a right to which they are entitled: to opt out of the public health plan.
K-774’s retro-inspired look features patterned base acetate and custom lamination on the temple, creating a striking look where colours blend seamlessly.
Delve into the world of night vision technology. From thermal imaging to infrared systems, explore how these innovations improve our ability to see in the dark.
Vision Expo East, organized by co-owners RX and The Vision Council, announces that submissions are now open for the highly anticipated NOW Trend Showcase and Awards at Vision Expo East 2025, taking place in Orlando, FL.
The Association des optométristes du Québec (AOQ) will take the relevant legal measures to challenge the validity of the government’s ministerial order preventing optometrists in the province from exercising a right to which they are entitled: to opt out of the public health plan.
K-774’s retro-inspired look features patterned base acetate and custom lamination on the temple, creating a striking look where colours blend seamlessly.
Delve into the world of night vision technology. From thermal imaging to infrared systems, explore how these innovations improve our ability to see in the dark.
Vision Expo East, organized by co-owners RX and The Vision Council, announces that submissions are now open for the highly anticipated NOW Trend Showcase and Awards at Vision Expo East 2025, taking place in Orlando, FL.
The Association des optométristes du Québec (AOQ) will take the relevant legal measures to challenge the validity of the government’s ministerial order preventing optometrists in the province from exercising a right to which they are entitled: to opt out of the public health plan.
