Monocle Eyewear
There’s something tantalising about European eyewear. In fact, there are many things. There’s confidence in the design and colour that can only come from centuries of eyewear design in villages committed to the craft. There’s technological excellence and material quality that come from pushing the boundaries of manufacture. And there are romantic stories attached to many of the brands that have been in the hands of families for several generations or have been born from the world’s most exclusive fashion houses.
Ask an optometrist what defines European eyewear and they’ll tell you there are two categories to consider. There are the brands created under licence by global manufacturers, with eyewear that reflects runway couture, and there are independent European brands, young and old.
Among them there is everything from the safe to the outlandish, though within a highly competitive, saturated market, it’s most likely the braver, bolder collections that we take note of here in Australia and New Zealand.
Todd Aitken from One Point Seven Four, which has practices in the high-end suburbs of Armadale and South Yarra in Melbourne, and Paddington, Sydney said what makes European eyewear stand out from the rest is “the ecosystem it’s born from”.
Todd Aitken at One Point Seven Four
“Every part of the process happens there and has happened there across many eras – it’s a melting pot,” he told mivision.
“You have manufacturing: heritage frame factories with generational experience and artisanal methods in some areas, and contemporary fabricators, who are more technologically focussed, in others.
“Then there are the raw material producers, like Mazzuchelli, that are dedicated to creating only the most beautiful acetate.
“Finally there is the design itself; which emanates from the epicentre of luxury fashion in Paris and Milan, with an innovative engineering approach that comes from Germany.”
The Touch and Feel
Dr Sam Schneider from Monocle Optometry in North Fremantle said customers “don’t necessarily care about whether a frame is European – they judge a frame on how it looks; most are going to be drawn to something that stands out a bit more”.
And this is what drives his practice’s product selection.
“We’re not selective in terms of where our frames come from, but they’re all handmade, the designs are a little more edgy, and they’re sturdy – they must have that quality to be in our shop.”
Dr Schneider and his partner in life and business, Dr Carla Schneider, spent time researching brands on social media and at Silmo in Paris before opening the doors to their chic practice in 2020.
“We went to Silmo because we wanted to touch and feel everything in person. There were some brands that we thought we’d get, but after seeing them we didn’t, Dr Sam Schneider said.
“They didn’t feel or look as good as we had hoped. However, we definitely picked up brands that we wouldn’t have heard about if we hadn’t gone over.
“Now that we’ve got our established brands, we’re mainly just restocking when new releases come out. But every brand we hold has its quirks, and that’s why we love them.
Veronika Wildgruber for instance, who has won awards for her designs, incorporates a really strong brow bar. Tavat, which we discovered at Silmo, is very industrial but very chic at the same time.”
Asked to name and describe his best sellers, Mr Aitken highlighted Rick Owens, which is “before it’s time and that seems to be trending – bold, futuristic, glamorous and avant-garde”.
Among other favourites, he called out Oscar Magnuson, a Swedish eyewear company that focusses on tireless refinement to a point of beautiful simplicity, and Bottega Veneta. “The brand is hot and the eyewear is perfectly aligned to its codes, it’s so on point… and Mykita – elegant design fused with high technology, Mykita provides the European aesthetic in style with a construction/ function for a comfortable fit”.
With practices in both Sydney and Melbourne Mr Aitken said geography plays a major role in the brands and styles his practice stocks.
“In general, when we do our buy and allocation, we ensure the range in our Victorian stores consists of darker tones along with the wilder ‘point of difference’ pieces – that includes colour and shape. In NSW, we see performance from authentic versions of classic shapes, aviator, cats eye, round, square, etc. Lighter shades and neutral colours,” he explained.
Price Is No Barrier
While price may be a barrier for some customers, Dr Schneider said it’s rarely an issue for their clientele in North Fremantle.
“We’re in a pretty affluent area but it’s also down to earth. People are willing to spend the money as long as the frames look good – they aren’t as concerned about a name brand or a label,” Dr Schneider said.
However, he cautioned, “You have to have the right demographic for this kind of eyewear.
When we set out to open our practice, we didn’t want to be low end or mid end. We eyewear, which is why we based ourselves here.
“We really do have dream customers – they’re very down to earth, they choose their frame (with some help of course), we get the measurements, and they look forward to getting their new glasses in the near future.
It’s a very pleasant experience.”
Show and Tell
Of course, the reality is that when you’re selling high-end eyewear, you can’t just put the frames in the window and wait for customers to arrive.
“From day one, we were interested in making frames look like what they’re worth – so we teamed up with Carla’s childhood architect friend. We used Corian, wood and brass; and we lit the shelves from above and behind…
“We always say the frames have a voice of their own, but we want them to sing!”
The Schneiders also have wooden brand blocks in the store that tell the story of each brand, rather than traditional brand blocks hat simply have the logo on them. Plus, they talk to their patients about how the frames are made.
“With Face à Face for example, it takes 16 months from start to finish to make a frame with a new colour – that’s an incredible amount of time and it’s interesting to the customer. Knowing so much time and attention to detail has gone into a frame helps them realise why the price may be a bit higher.”
Opening Doors for Customers
Giving patients the confidence to try on a frame that’s bolder than the one they’re used to can be a trick and Dr Schneider said this is where a confident optical dispenser comes into the equation.
“People often come in expecting to buy what they know – what they’re used to and comfortable in – that’s what they gravitate towards. A good dispenser who gains the trust of a customer and encourages them into something new is worth their weight in gold.
“If I’m working with patients, I tell them, ‘you don’t know what a frame looks like until you’ve got it on’ and, ‘it’s hard to judge it on the shelf ’. Sometimes, when they try on such a frame, they’ll say they would never have picked it up initially, but they are falling in love with it. I’ve learnt that you have to be willing to gamble on some pieces and say, ‘I think this would look good on you’. That’s what opens doors for the customer.”
Frames that Open Doors
OVVO
With materials crafted from the finest metals, and progressive designs with refined minimalist character, OVVO Optics’ spring summer 2023 collection presents some of the most exciting pieces in the brand’s catalogue.
New frames find inspiration in futurism, technology, and progress, fusing the three pillars in timeless pieces crafted to withstand the highest demands.
Contact: Aarons Eyewear (AUS) 07 3367 8447
Johann von Goisern
Austrian brand Johann von Goisern is a family company born from the genius of Johann Pomberger. Renowned for outstanding colours, Johann von Goisern’s team combines a special lamination process with many steps completed by hand to develop uni-colour blocks for every frame.
Contact: Apollo Optical (AUS) 02 9821 4111
Police
Celebrating 40 years of history, Police has released a limited-edition sunglass, comprising just 1,983 pieces worldwide to reflect the brand’s birth year.
Bold and iconic, the eyewear is embellished with refined features and materials: a titanium double bridge and nose pads, blue lenses with a light gold mirror finish, the Police 40 logo and a serial number printed inside temple.
Contact: De Rigo (AUS) 02 9428 1500
Anne et Valentine
Anne et Valentine
Records by Anne et Valentine is a sculpted frame with a modern, dusted off, revisited and sublimated 60s aesthetic. Displaying a retro rock spirit with sharp technicolour vision, the thickness, geometry and striated relief patterning of this frame is assertive and expressive. Temples are two-tone on the outside.
Contact: Eyemakers (AUS) 02 9960 7766
Lafont Eyewear
Lafont Eyewear
Lafont Eyewear is designed and manufactured in France. A deep-rooted heritage of French culture and aesthetics is seen in each frame created in Lafont workshops. Designs, patterns, and colours are all intended to surprise and delight the wearer with effortless chic.
This year Lafont celebrates its 100th birthday.
Contact: Frames Etcetera (AUS) 08 9248 1882
Versace
Versace
The hypnotic power of Medusa stands out on the dynamic aviator frame, merging a classic structure with the unmistakable personality of Versace. Embossed colour-contrast Medusa details are applied to the bridge and a second Medusa details the temple plaque. The model’s magnetism is enhanced by stylish colour combinations: gunmetal grey or gold temples with black decorations and dark grey lenses.
Contact: Luxottica Account Manager
Tom Ford
Tom Ford
With his creativity and exacting eye, US style icon Tom Ford brings an elevated sensibility to his eyewear, which is made in Italy with painstaking attention to detail and high-quality materials.
Tom Ford sunglasses feature photochromatic lenses that self-adjust depending on the light conditions. The latest line-up, with styles for both men and women, reinterprets vintage concepts with contemporary allure.
The frames feature sleek lines and distinctive details, such as the signature ‘T’ logo, while the lenses come in a variety of colours.
Contact: Marcolin (AUS) 02 8456 0946
Nine Eyewear
Nine Eyewear
The Nine Pure Collection by Nine Eyewear is the brand’s most sustainable yet.
Featuring an eco-friendly bio-based material and beta titanium temples, these frames offer a flexible, lightweight, and comfortable fit. Designed in Denmark, this collection allows optometrists and optical dispensers the opportunity to offer their customers a unique and eco-conscious eyewear option.
Visit: beyondeyez.com
Gigi Studios
Gigi Studios
Gigi Studio’s glasses are designed to fit different faces and lifestyles, and to satisfy different aesthetic and expressive needs. A catalogue of eclectic and versatile models includes a variety of styles in five collections: Vanguard, Icons, Men, Lab, and Xs.
Contact: Noo Eyewear (AUS) 03 9523 1991
Res / Rei
Res / Rei
Res / Rei is an independent brand born in 2012 in Treviso, in the heart of the Italian eyewear manufacturing district. The brand specialises in designing avant-garde spectacles that represent the quintessence of balanced shapes, contemporary design and sophisticated colour combinations. Res / Rei promotes an unconventional design that is the expression of contemporary luxury.
Contact: Proper Goods (AUS) 02 8598 3037
Carrera
Carrera
Carrera was established in Europe in 1956 by Wilhelm Anger, who named his sport goggles company after the Carrera Panamerican open-road race. From goggles for car racing and snow sports, the brand progressed into eyewear, with a focus on creating innovative styles that combine high performance technologies with sports-led design and unwavering durability. Today Carrera remains synonymous with pioneering design and outstanding quality.
Contact: Safilo (AUS) 02 9540 0555
Bottega Veneta
Bottega Veneta
Bottega Vaneta presents a full acetate, feminine, narrow, soft cats eye style characterised by sharp and bold volumes and smooth surfaces. Acetate surfaces are emphasised with handcrafted faceting and the geometric temple shape is enriched by an elongated three-dimensional fringed ribbon metal emblem.
The Bottega Veneta logo is lasered and enamelled on the top of the left temple. Available in traditional black, haviana, and beige, with a touch of boldness thanks to the ivory sku. Fitted with Zeiss lenses.
Contact: Sunshades (AUS) 02 8303 7300
Tarian
Tarian
Since 2011, Jeremy Miklitarian has been cultivating his technical know-how and passion for details by developing collections in the form of micro-editions. Inspired by his travels, he draws, assembles, and composes elegant and uninhibited glasses just a few streets from Place des Vosges. Pictured is Pantheon, part of the Play Collection.
Starting with three fundamental colours, each acetate part has been laser-cut to reveal both the useful and the beautiful, and to upset aesthetic codes.
Visit: www.tarian.paris
Orca
Orca
With bold proportions, an 8-base curvature, and an excellent lightweight feel, the Orca frame is a masculine design that is recommended as a multi-sport frame. This model has a cool profile and comes in a trendy palette of colours: matt black with black flash polarised lens, bright red with black flash polarised lens, white with blue polarised lens, or matt blue with red polarised lens. The UV protective glare-blocking sun lenses (UV 400 Cat 3) are Italian polycarbonate and offer clarity and contrast.
Visit: sea2see.org
Movitra
Movitra
With an ongoing predilection for technical precision and luxury, Movitra’s new designs are enriched with extraordinarily high-tech details including torx screws, premium galvanic finishings, and laser engravings – always designed to perform and feel comfortable, alongside aesthetics informed by a personal passion for architecture and design. Pictured is Giovani, part of the Combo Collection, a state-of-the-art construction, fusing three materials in a highly sophisticated design. Complex bridge designs are proposed as a new evolution in this collection where refinement and a sophisticated aesthetic are part and parcel of the wonderfully detailed finishings.
Visit: movitra.it
Chloe
Chloe
This iconic, oversize, soft hexagonal frame by Chloe is brought to life with bio-injected rainbow-coloured rims and gradient bio-acetate temples. A metal nose bridge and metal gold griffe liaise the front rim with the temple. An iconic signature teardrop cut-out at the end of the temple tips is enriched by the engraved logo.
Contact: Sunshades (AUS) 02 8303 7300
Humphreys Eyewear
Humphreys Eyewear
Humphreys Eyewear is designed in Germany by one of Europe’s leading manufacturers, Eschenbach, which recently won the prestigious 2023 Red Dot Award for product design.
The winning model features special facets on the front that interpret the striking bold look in a particularly interesting way. The facets display different effects due to the shiny surface, giving the frame an appealing versatility. In addition, the model is laminated on the inside, presenting both the facets and an extraordinary, intense colour combination. These convincing features earned the model the coveted Red Dot Award: Product Design 2023. Model featured: 583157-55
Contact: VMD Eyewear (AUS) 1800 449 845 or (NZ) 09 525 6601
l.a.Eyeworks
l.a.Eyeworks
Original, often iconoclastic, and always invigorating, eye glasses designed by l.a.Eyeworks are immediately recognised for their bold shapes, imaginative handling of materials, and expressive use of colour. As founders Barbara McReynolds and Gai Gherardi say, “We design eyewear to celebrate the diversity of faces and the uniqueness of individuals. The glasses we make are sparks of our imagination. You complete these thoughts and bring the dreams of l.a.Eyeworks into being.” Pictured is Corazon in toasty orange, silver, and matte eggplant.
Contact: ProOptics (AUS) 02 8007 6041
Marchon Eyewear
Marchon Eyewear – Lanvin
As one of the world’s largest manufacturers and distributors of quality eyewear and sunglasses, Marchon Eyewear specialises in premium fashion, lifestyle, and performance brands – from iconic luxury to classic, everyday eyewear.
Frames designed in Europe – brands such as Ferragamo, Lanvin (pictured), Lacoste, Liu Jo, Longchamp, Victoria Beckham – have a distinct approach to modern refinement, luxury, and sophistication. Frames are luxe and captivating, thoughtfully crafted with premium materials, enriched with colours, embellishments, and intricate detailing.
Contact: Marchon (AUS) 1800 251 025
Mykita
Mykita
Mykita’s Studio 13 has reinvented a cool 60s aesthetic using a novel material mix and 3D manufacturing technology.
Ultra-light and durable, Mykita’s proprietary high-tech mylon material makes up the main ingredient of these sunglasses while acetate is used for the slim rims around the lenses.
The capsule collection presents two sunglass models, both with plenty of volume. Studio 13.1 (pictured in pitch black / sand) is a slimmer silhouette with cool, unisex appeal and Studio 13.2 is a more glamourous, oversize square shape.
Contact: mykita.com
Timeless Titan Minimal Art
Timeless Titan Minimal Art
With the new Titan Minimal Art (TMA) Laligne, Silhouette has combined the modern look of eyeliner with its minimalist, timeless icon.
Reflecting a widespread make-up trend of applying eyeliner above the lid, tracing the contour of the eye upwards with a flick, Silhouette has proven how flexible TMA can be. The eyewear now features a modern, three-dimensional accent ring, providing a stylish look for work and play.
Contact: Mimo (AUS) 02 9970 1800
Paname
Paname
Nationale by Paname is perfect for those with difficult-to-fit faces. It features a unique design that contours the shape of your face, providing a comfortable and secure fit. The soft leopard rim on top complements the wearer’s facial expressions by creating a look that lifts up the face.
Contact: [email protected]
Scotch & Soda
Scotch & Soda
The design philosophy of Scotch & Soda is entrepreneurial, adventurous, and curious about both the heritage and the future of our world. The customer is creative and independent in work and lifestyle, tech-enabled, but not tech-fixated.
The Scotch & Soda Optical collection provides an array of bold and modern optical models, capturing the liberal spirit of the brand’s Amsterdam roots.
Contact: Mondottica (AUS) 02 8436 6666
