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Across high street, Retailers are reporting a solarpowered upsurge in glasses sales this week. top is at John Lewis, Where a spokesman said sales were 315 per cent higher in April offer March a spike that's only expected to steepen. At the therapist chain Sunglass Hut, Sales in airports and parts of central London that are frequented by tourists remain level throughout every season. then again, Sales in outlets where customers are mainly British wither in winter then flourish in spring,/p>
Waiting to lure these blinking spring consumers to the tills is probably the most sophisticated, Creative and apparently diverse marketing machines in fashion,/p>
British entrepreneurs from Marks Spencer and Boots to River Island, Asos and Topshop all commission their own collections. Then are the arranged marques that make only sunglasses; RayBan, Carrera, Persol, Oliver individuals, Maui Jim and Flexon all produce fine frames for purists. And finally there are the fashion designers; Alongside their latest clothing collection agencies, Almost all of them now produces branded frames,/p>
This year's manufacturer shades are dizzyingly diverse. From the scores of newseason pairs being showcased in London last week, Standouts documented some oceanblue acetate wayfareralikes (With rubberised temple tips to stop them falling from faces) by way of Ralph Lauren. Paul Smith has some lovely restrained librarianchic aviators with notches at the bridge that work particularly well in dark green. The jeweller Tiffany's package features its trademark heartshaped lockets embedded next to the hinge, long time Stella McCartney's flattopped, Oversized paparazzishields are tortoiseshell only in effect in step with her ethical policy, They are made of recycled plastic,/p>
shades: The spg 2013 edit
Certain shapes the classic wayfarer and aviator styles remain de rigueur elements in nearly all designer collection (These perennial sellers are the sunglasses equivalent of jeans). New industrywide trends embody ultralight, Brightly coloured frames used to stay in place during sport and a dubious return to perfectly circular, bob Lennonishshapes,/p>
the most important recent trend, around the, Is an upswing of the Itshade: for many who can't afford to wear this season's clothes but wish to appear au courant, Many designers now hair treatment their latest prtaporter motifs on to their sunglasses,/p>
This summer Dolce Gabbana's Sicilian beachawning stripes and cutesy pastel sculpted flowers have both made the leap from its catwalk to sun shades. Burberry's metallic Quality Street colours were Ralph Lauren definitely transplanted from its trenchcoats to ovallensed specs, though it is true Prada's sombre,abercrombie zürich, Japaneseinfluenced daisy themes as worn by Jessica Stam backstage in our picture above left went straight from designer's sketchbook to sunglass range, very same,/p>
CATS loving
Miranda Kerr into Miu Miu; top to bottom: L'Wren Scott 235, Alexander Wang for Linda Farrow 216 and orlando Dior's Demoiselle 289 PHOTO: REX
It is Miuccia Prada who should be responsible for this rise of the new Itshade; Two years ago she presented an outrageously sinuous curlicued selection of baroqueinfluenced sunglasses that Elton John in his Seventies pomp would have relished. many, most importantly, Echoed that season's variety, Starred on her catwalk and left on to be one of 2011's key fashion trophies, Proudly posed in by every streetstyle star worth her discount card,/p>
Yet there is a downside to this transformation of sunglasses from semifunctional item to unashamedly outthere fashion statement they are becoming cost prohibitive. One model of Giorgio Armani eyeglasses will cost 699 (Pictured described) in stores this summer. yeah, These are a fetching pair of ultralight metalframed aviators that have silklined leather blinders studded by the same sequins and crystals that featured in the Italian's catwalk collection, But that's still a really expensive pair of shades,/p>
One significant reason that sunglasses have become so eyewateringly costly is that, Despite the apparently competitive jostle different names in this multibillionpound market, almost all them are produced by just three immensely powerful companies,/p>
Spektre: The new cult shades
many Marchon Eyewear's list of licenses includes Calvin Klein, Chlo, Valentino,abercrombie milano, Fendi and michael Kors, While the italian firm Marcolin makes sunglasses branded to Tod's, Balenciaga, Swarovski and Tom ford. But the of all is Luxottica a company that is to sunglasses what Nestl is to food. All of the designer ranges described previously are made by an italian man,abercrombie and fitch, firm, Which yesteryear revealed sales of 1.6billion during the last four months and which analysts expect to sell 6.5billion's worth of shades in the whole of 2013,/p>
saying the figures Andrea Guerra, Luxottica's chief executive officer, Described the UK's appetite for their products as "Fast and robust" And cited "We are now sentimentally ready for the usually important sun season,/p>
As well as laying claim to finest amount Ralph Lauren of designer names, Luxottica operates RayBan, Persol and Oliver Peoples the three most resonant specialist sunglasses brands and a 7,000 strong network of specialist shops that also includes Sunglass Hut. Its latest trophy is the licence to produce Giorgio Armani designs including those 699jawdroppers which it expects in order to create annual sales of around 160 million,/p>
forex dominance has inspired a smaller, Independent design company, Two of the best of which are British, to try and either undercut or outclass the big three firms. Linda Farrow, The inventor of Yoko Ono's cinemascreen wraparounds, Whose designled Seventies firm continues to revitalised by her son, Is now the sunglassesmaker of choice for edgier, Emerging makers such as Alexander Wang and Erdem. The London business Cutler Gross boasts nologo frames and its own topquality Italian factory as well as pricetags that surpass 300. And in the USA a new company called Warby Parker is winning both press and orders for its line of Chinesemade design classics at prices that are vastly cheaper than the big three's,/p>
Luxottica, but the truth is, Is no pushover: It sustains its American brand Oakley is still all USA made, While Persol's peerless frames are still manufactured as they are for decades in Turin. Many of its other brands like the popularinEurope midranged "style" Line are Chinese assembled, But many of its big dressmaker lines come stamped "produced in Italy, although laser safety glasses it keeps pumping out those customercatnip Itshades, The hottest sunglasses you'll see this summer will likely be made by Luxottica or one of its closest rivals whichever designer logo happens to be stamped on its arm,/p>
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