The eye care and eye wear professions are getting ready for what will be the biggest display of eyewear and eye care technology in the Southern Hemisphere this year. At ODMA in August there are more striking new optical collections than you can possibly imagine, featuring new materials, colour combinations, shapes and textures.
Eyewear ‘designed to be noticed’
is a familiar theme across many brands this year, whether the look is retro or ultra contemporary. Bright coloured acetates, striking aluminium, high-tech titanium, leather and wood – a myriad of materials are represented, some used on their own for stylish simplicity, others combined for maximum effect.
Finishes are luxurious, with brands such as Carlottas Village (distributed by Hawk Union) promoting acetate frames that have been “tumbled with small wooden pellets” then hand polished to develop their own unique patterns and colours.
Retro remains at the forefront of design with brands like Mykita translating the feminine butterfly-nylor style of the 50s and 60s into its Holly model and William Morris London putting a solid spin on the Windsor. Strong geometric shapes with contrasting colours sit alongside elegant rimless frames that are barely there. Above all, the emphasis is on individuality – there is something to suit everyone’s personal style and budget. X-Change is a new collection which will enable wearers to interchange their optical lenses with different colour plastic bars and temples for a new look each day.
Retro remains at the forefront of design with brands like Mykita translating the feminine butterfly-nylor style of the 50s and 60s into its Holly model and William Morris London putting a solid spin on the Windsor.
Going Green
As you’d expect at an exhibition of this size and calibre, global trends are evident. Green awareness is rapidly spreading, and many environmentally aware people want to express their concern for the world around them through the accessories
they wear.
David Green Eyewear, distributed by Aussie Optical is one exhibitor this year offering eco-friendly choices for this burgeoning market. Another is Australian newcomer Fritz Frames, which has released a stunning collection of 22 timber models, three of which were selected for the ODMA 2011 Awards. Each model has a unique order number engraved in the frame as a guarantee of its authenticity.
Kids’ Eyewear
Eyewear for children is a focus this year, and rightly so – they present eyewear manufacturers with a long-term opportunity to build brand loyalty. There are plenty of exciting new designs aimed at making kids feel comfortable and look cool in their frames.
Leo & Lea will showcase a kids’ range in striking colours with animal and flower motif temples. Speaking of temples, Eurostyle will showcase Zeiss Kinderbrillen at ODMA, a new kids’ range with an innovative Lego-like feature that enables the temples to be shortened
or lengthened by adding or moving colourful blocks.
Another brand targeting the kids market is Adidas. Its ‘lite-fit’ collection is distinguished by light-weight frames, a sporty appearance, and a broad choice of bright colours. Soft nose pads and non-slip rubber coating on the inside of the temples provide practical advantages for active wearers. At the other end of the spectrum is J F Rey’s kids’ eyewear, a sophisticated and design-savvy collection that reinterprets adult styles for younger generations. Adidas, JF Rey and Leo & Lea are all finalists for the ODMA Excellence Award in the Children’s
Frame Category.
Comfort and Fit
Regardless of style, comfort and fit are constants throughout the new collections that will be on show at ODMA 2011. Light frames, temples that extend or mould to the head shape, high tech cylinder hinges and soft rubber nose
pads have been integrated into many of the frames.
While the ODMA Excellence Awards will be announced at the exhibition on Friday 5 August, we’ve put together our own collection of optical frames that we believe represent some of the best on show…
Andy Wolf – Hawk Union: Stand 274
Among other ‘out there’ frames, newcomer Hawk Union will feature the stunning Andy Wolf Eyewear collection at this year’s ODMAfair. Andy Wolf frames are entirely crafted in Austria by hand and each pair of glasses takes several weeks to complete. These stunningly elegant spectacle frames are made of acetate plates that prevent tension with the glass.
Stark Eyes – Tiger Vision: Stand 117
Frames designed by the internationally renowned modern designer Philippe Starck will be showcased at ODMA. Hand made in France in collaboration with Alain Mikli, the collection is
modern yet surprisingly timeless in design. The frames feature bio-hinge technology, which allows them to
mould to the wearer’s face.
CliC One – Clic: Stand 295
CliC has enhanced its original acetate ready-made reader by teaming the familiar magnetic connection and continuous neck strap with an alloy frame that is more angled and edgier in style and slightly larger than the original. The heat-fit frame features an adjustable opening to allow for a precision fit and the XXL head-band for large heads has an expander in the centre-back.
Mykita Holly – VMD: Stand 298
Mykita’s flat-metal concept gives the iconic butterfly shapes of the 50s and 60s an entirely new context; thick acetate applications are replaced by painted surfaces, while the classic nylon thread is only a reference as a part of the metal frame. Fantastically feminine, Holly will suit every face shape and size.
Marc O’Polo – European Eyewear: Stand 143
The Australian release of Eschenbach Optik’s Marc O’Polo by European Eyewear is guaranteed to send a ripple through the optical market. This range is distinctive for its sophisticated simplicity and timeless clean lines. An affordable range, crafted from titan, titanflex, beta-titan, stainless steel, high quality acetate and monel, most models are suitable for progressive lenses.
Silhouette Action Style – Mimo: Stand 150
The new Silhouette Action Style collection for men is built on straight lines and clear, simple styling. Two-tone prints on the straight, wide temple, give the frame a contemporary look that changes depending on perspective. Flexible elastic temple arms adapt to the wearer’s head for comfort.
Issey Miyake – Frames Etcetera: Stand 279
Issey Miyake’s first optical collection, launched at Silmo in Paris, has arrived in Australia in time for ODMA. The stunning eyewear collection is characterised by simple yet radical, sharp angles, yet the frames are surprisingly comfortable to wear. Crafted from acetate and metal fronts, the collection includes styles for men and women.
JF Rey – Myoptics: Stand 204
Kids and teenagers will be excited by JF Rey’s design-savvy collection that reinterprets adult styles using colourful combinations in daring and innovative styles. Each new style employs the latest materials such as screwless hinges, carbon steel and fibreglass. Keep an eye out for two new French brands designed by Renoma and Volte Face that will be reintroduced at ODMA under the JF Rey brand.
ODMA Excellence Award nominee: Children’s Frames Category
Axiom – Eyes Right Optical: Stand 165
Eyes Right will launch its new Axiom collection under the ProDesign name at this year’s ODMA. Inspired by jewellery, the frames feature an ‘s’ where the traditional hinge normally sits, enabling the temple to become thinner so that it can bend. Eyes Right says they’ve employed a new technology called PVD, that makes it nearly impossible for the colour on the temples to peel.
ZEISS Kinderbrillen – Eurostyle: Stand 250
The innovative Zeiss Kinderbrillen collection for kids has been designed with absolute flexibility, functionality and fun in mind. The ErgoFlexx temple can be quickly adjusted for length by adding or removing one or more of the brightly coloured Lego-like components. The regulated hinge has a teflon casing to provide secure, long lasting temple movement.
L.A. Cool – Prestige Optics: Stand 273A
L.A. Cool eyewear by Prestige Optical is a fashion oriented optical line crafted from a combination of acetate and metal materials. Contrasting colours and strong geometric shapes define the look of this collection for men and women.
Nike – General Optical: Stand 213
Nike’s Vortex is a sport optical frame designed to allow people to run, sweat, and compete without their glasses slipping or fogging. The super lightweight nylon frame has adjustable temples and a small, ventilated nose bridge for fit, comfort and airflow. With stylish geometric lens shapes, the Vortex easily transitions from sports wear to everyday eyewear.
Leo & Lea – Refractive Eyewear: Stand 297
Striking colours and cutaway temples are characteristic of this fun, kid focussed collection that will make both parents and children smile. Temple themes include animals, flowers and other more random creative shapes.
ODMA Excellence Award nominee: Children’s Frames Category
Tom Ford – Healy: Stand 200
This year, among other fashion brands, cases and accessories, Healy Optical will showcase the stunning Tom Ford collection. Striking solid colours with strong geometric shapes and eye catching details at the temples and tips, make this collection a stand out.
Prego – C and C: Stand 138
C and C’s latest additions to the Sapporo collection for 2011/2012 are made from cool retro acetates and sharp modern metals. C and C claims this is one of fastest growing collections on the market.
Le Tanneur – Noo Eyewear: Stand 206
This brand has been around since 1895, when Charles Bonnardelle revolutionised the leather goods industry by introducing the innovative seamless money purse. With a unique combination of leather and wood, French made Le Tanneur frames are equally impressive.
Fish UK – Rimoptics: Stand 278
The latest collection from Fysh UK is guaranteed to be a winner among the tricky teen market. With funky style and elegance, this collection combines the best of architectural design with geometric prints, metallic finishes and bold colour palettes.
Chinook – Fritz Frames: Stand 161
These rich timber frames are hand crafted to order by Fritz Frames in Queensland. Customers can personalise their look by choosing from Jarrah, Queensland Walnut, PNG Rosewood and Victorian Ash for the outside layer. Insides come in Victorian Ash. Additionally, special timbers can be ordered as can staining in several colours and custom resizing.
Ogi Eyewear – ProOptics: Stand 251
Infusing the essence of classic eyewear with a sharp modernistic edge, Seraphin by Ogi Eyewear will be presented for the first time in Australia. Each frame is hand made in Japan to tell a unique story that reflects a celebrated trendsetter of a bygone era.
