Boutique eyewear distributors have joined forces to present their latest collections at an intimate, private event for independent optometry practices in Sydney.
‘The Sydney Trunk Show’ was hosted by Frank + Fritz, KAMI, Projekt Produkt, and VAANYARD. On show were curated collections from KameManNen, Linda Farrow, Markus-T, Pewpols, Projekt Produkt, VAANYARD and Frank + Fritz.
we wanted to allow buyers, optical dispensers and stylists the space to really explore our product and talk to us with zero pressure
Following the success of previous collaborative trunk shows, the brands invited guests to explore the full collections, while engaging with the designers and distributors in the elegant Ace Hotel in Surry Hills.
Susan Tobiassen, founder and creative director of Frank and Fritz said the show was a valuable opportunity to connect with her retail base.
“There is something special about bringing retail partners and brands together in a relaxed, casual space. When independent eyewear brands and independent optometrists connect in an environment that is relaxed, the relationships feel more genuine,” said Ms Tobiassen.
“This is the philosophy that has shaped our trunk shows from the very beginning, and it is what continues to bring people back event after event.”
Paul Gilligan from VAANYARD said the event reinforced the strength of, and support within, the independent optometry community.
“We set out to create an event that nurtures connection; we wanted to allow buyers, optical dispensers, and stylists the space to really explore our product and talk to us with zero pressure.
“And within our space at the Ace Hotel , that’s what we were able to achieve. Some of the best practices from Sydney and beyond came along. Watching new connections form and existing connections strengthen reminded us why the relationships we have with our retailers is at the core of what we do,” said Mr Gilligan.
