Luxury Reframed: The New Language of Premium Eyewear

As the old saying goes, “you get what you pay for”. This is particularly true in the current world of high-end eyewear, where luxury extends far beyond a recognisable logo. It is no longer defined by association with global fashion houses, but by the process of creation and how it is ultimately received and perceived by the wearer.

While variability in lens quality is widely understood within the eye care sector, there is less awareness of how this same principle extends to frames. Price disparities between seemingly similar frames are often attributed to branding; however, the determining factors are now, in fact, more closely tied to the brand’s heritage, materials, and craftsmanship. It is the ability to communicate this distinction in a meaningful way to clients that truly elevates perceived value.

In an exclusive interview for Optical Dispensers Australia (ODA), Face à Face designer Claire Ferreira explained that the brand designs its own acetate before the material is even produced, with every colour and pattern carefully curated. This level of design control creates a point of differentiation that sets its frames apart from mass-produced alternatives and results in something truly unique. It is precisely these kinds of narratives that resonate deeply with wearers of high-end frames and form an essential layer of the dispensing process.

The Story Behind the Brand

Luke Yong, optometrist and owner of Melbourne-based Seasons Optical, shared this sentiment, “I personally believe that luxury in the eyewear industry has moved away from simply having a big brand name. It’s become about the experience and emotion that the eyewear brand conveys and instils in their customers.

“We’re seeing brands that have cult followings and it’s not only because they use premium materials or have intricate design details, but also because there’s a story behind the brand – a unique design language and meaning behind what the brand stands for.”

He cited Masunaga as a compelling example. Despite limited mainstream recognition, its frames appear on the faces of celebrities  Robert Downey Jr, Lady Gaga, and Daniel Craig in James Bond movies – just to name a few. The appeal of Masunaga, however, is not just confined to Hollywood. “Our clients love Masunaga. A Japanese frame brand that has been manufacturing since 1905, Masunaga is the oldest and founding manufacturer of eyewear in Japan,” Mr Yong said.

“Offering styles in both full titanium and acetate, the quality, heritage, and elegant designs of the brand resonate with our clients.”

Intention and Authenticity

Paul Lee, Founder of the Sydney-based boutique group, The Eye Piece, has worked within the luxury eyewear sector for more than two decades and knows first-hand what defines high-end in the eyes of his clients. “The industry has moved away from logos and status, and towards intention and authenticity,” Mr Lee said.

“Clients aren’t asking if something will be recognised, they’re asking if it feels right for them. That shift changes everything about how we approach dispensing.”

His long-standing relationship with Danish eyewear brand LINDBERG – a brand that places an emphasis on design and exquisite engineering over ornamentation, is also a testament to this philosophy.

“LINDBERG represents a very disciplined approach to design,” Mr Lee explained. “Nothing is excessive, everything is intentional, and the focus is on precision, comfort, and longevity. It is a brand built on engineering rather than decoration. LINDBERG is not just a brand we carry. It has become part of our DNA.”

The consistency across these perspectives is no accident – it speaks to the importance of the client experience. When there is a story grounded in authenticity, it allows patients to look beyond the object itself and understand the craftsmanship, provenance, and intent embedded within each piece. By thoughtfully communicating these layers – whether material selection, design philosophy, brand ethos, or heritage – eye care professionals elevate a simple dispensing moment into a considered and meaningful experience. In doing so, the exchange transcends transaction, reinforcing value and cultivating a connection.

Sophisticated Lens Solutions

However, the frame alone does not define the outcome. Its primary function remains the support of the lens, and in the absence of appropriate lens selection, even the most refined frame is reduced to a purely aesthetic object. High-end frames necessitate equally sophisticated lens solutions.

In recent years, advancements in lens designs have enabled highly personalised visual outcomes, with calculations tailored to individual physiology and wearing behaviour. Achieving this level of precision requires not only access to advanced measurement systems but also a commitment to their consistent use. Traditional dispensing methods are no longer sufficient in a premium setting, where expectations of accuracy and experience are significantly elevated.

Mr Lee expands on this integration of technology and service. “There are now a range of tools available across all the major lens companies, Essilor being a strong example, that allow us to tailor vision very precisely to the individual. Tools like Visioffice X+ (an artificial intelligence-powered digital column designed to take precise, personalised measurements in seconds for billions of possible combinations in a single lens) give us a much deeper understanding of how a client actually wears their frame and uses their vision day to day.

“But in a luxury setting, none of that should feel technical or overwhelming,” Mr Lee cautioned.

“Our role, and especially the role of our dispensers, is to take that level of precision and translate it into something that feels simple, calm, and personal. The dispenser’s knowledge is what brings the technology to life in a way the client can actually connect with. Clients should feel engaged in the process.

“There should be a sense that something considered is happening, but not in a way that feels complicated or overly clinical; more a quiet confidence that everything has been done properly. That’s where luxury sits. Not in the complexity behind it, but in how effortless the outcome feels.”

Bringing It All Together

Ultimately, high-end eyewear is defined by the seamless integration of product, expertise, and experience. It is where craftsmanship meets clinical precision, and where every detail, both seen and unseen, contributes to the final outcome. From the story behind the frame to the performance of the lens, true luxury lies not in what is immediately visible, but in the emotional engagement and how effortlessly it all comes together for the wearer. Increasingly, this reinforces a broader shift in definition – where the expectation of high-end is no longer anchored in product alone, but in the quality of the experience that surrounds it.

April Petrusma is the co-founder and Chief Executive Officer of Optical Dispensers Australia (ODA). A qualified optical dispenser, she has a degree in visual communication design and is a senior trainer and assessor at the Australasian College of Optical Dispensing (ACOD), teaching across various states of Australia and New Zealand. Ms Petrusma is also the co-founder and Executive Director of the South Pacific Eye Care Foundation (SPEC Foundation).

Frames Designed Without Compromise

Chopard

Chopard

Chopard’s limited edition Red Carpet eyewear capsule collection is finished with beautifully hand-placed zircons. Available in two refined colourways, each piece is presented in premium packaging, and with strictly limited global availability, sure to be in high demand.

Contact: De Rigo (AUS) 02 9428 1500 or email sales.au@derigo.com

The Elusive Miss Lou

The Elusive Miss Lou

From the mind of Miss Lou comes The Axis Galapagos, reminiscent of her namesake with a beautiful tortoiseshell acetate engulfed in a deep ocean blue. Rimmed with gold and layered over a chocolate pearl, she is a unique beauty that’s perfect for the most discerning clientele.

Get in fast before she swims away!

Visit: theelusivemisslou.com

Face à Face

Face à Face

Face à Face model Tinge blends layered colour and sculptural design to create a look full of depth, contrast, and personality. Inspired by textiles and risography – a technique often described as a hybrid between screen printing and photocopying – the collection explores shifting tones and bold intersections through frosty blues, lilacs, vivid oranges, and ultra-violets, delivering a futuristic feel with softness, character, and artistic expression.

Contact: Eyes Right Optical (AUS) 1800 637 654 or (NZ) 0800 447 272

Lafont

Lafont

For over 100 years, Lafont has embodied Parisian luxury eyewear through refined craftsmanship, bold creativity, and timeless style. Designed in Paris and handcrafted in France, each collection blends heritage, innovation, and couture-inspired detail. With distinctive colour palettes and artisanal finishes, Lafont offers discerning wearers eyewear that is sophisticated, individual, and unmistakably chic.

Contact: Frames Etcetera email: sales@framesetc.com.au or (AUS) 1800 708 771 

Frank and Fritz

Frank and Fritz

Daring, distinctive, and unapologetically bold, Jeanie by Frank and Fritz redefines luxury eyewear with its striking square cats eye silhouette and exclusive temple detailing. Meticulously crafted to achieve the perfect harmony of presence and elegance, this frame is a testament to uncompromising quality. Jeanie isn’t just eyewear; it’s a statement.

Visit: frankandfritz.com or email sales@frankandfritz.com

Stepper

Stepper

Stepper has been synonymous with comfort for decades, and now brings high-fashion styling with the SA 71064. Crafted in lightweight titanium, this oversized square silhouette combines refined gold detailing with a bold black rim profile. Designed for discerning wearers seeking statement eyewear without compromising on fit, balance, or all-day comfort.

Visit: optiqueline.com.au or email sales@optiqueline.com.au

LINDBERG

LINDBERG

blok titanium features a single‑sheet titanium build, with screwless cubic hinges and sculptural full‑frame lines. Precision‑engineered, it fuses bold design with customisable finishes, redefining LINDBERG’s iconic craftsmanship.

Contact: LINDBERG (AUS) 0499 288 266 or tiziano.tovaglieri-ext@kering.com

Paul Taylor

Paul Taylor

From a mother of the bride to any special occasion, the Paul Taylor Swarovski Crystal collections offer extreme luxury and richness, designed to place your patients on centre stage.

Each design incorporates over 300 Swarovski crystals, crafted to glisten under evening lights and sparkle magically throughout the day.

Contact: Paul Taylor Eyewear (AUS) 0458 777 125 or info@paultaylor.com.au

Projekt Produkt

Projekt Produkt

seamless harmony in form and design. Flowing curves create the impression of a single uninterrupted line, while minimalist construction and asymmetrical temple details add distinctive character and refined individuality.

Visit: projektprodukt.co.kr or contact (AUS) 0403 145 111

Nina Mûr

Nina Mûr

A bold, art-inspired Nina Mûr sunglass blending geometric circles with playful textures and colour blocking. Crafted as

a wearable design object, it reflects the brand’s fusion of craftsmanship, technology, and artistic influence – lightweight, expressive, and made to stand out beyond traditional eyewear.

Visit: prooptics.com.au or contact (AUS) 02 8208 9809

Matttew Eyewear

Mattthew Eyewear

Matttew Eyewear is a Belgian brand renowned for its architectural, avant-garde designs that blend industrial precision with vibrant colours. Founded by designer Matthieu Duchêne, the frames feature bold geometric shapes and intricate linework. Handcrafted in France, each pair emphasises individuality, transforming high-quality eyewear into wearable pieces of modern art.

Contact: TigerVision (AUS) 02 9569 2988 or info@tigervision.com.au

Silhouette

Silhouette

Crafted from state-of-the-art high-tech titanium and premium advanced materials, Silhouette eyewear represents the pinnacle of luxury engineering and refined design.

Precision-made in Austria, each frame combines ultra-light comfort with exceptional strength, sophisticated detailing, and timeless aesthetics for customers who appreciate true innovation, exclusivity, and uncompromising quality.

Visit: (AUS) vmd.com.au or (NZ) vmd.co.nz 

Victoria Beckham

Victoria Beckham

Now widely recognised as one of the most influential women in fashion, Victoria Beckham’s eyewear is for women who demand high-quality materials and aspirational yet accessible offerings, all with unparalleled attention to detail. The 7010 optical frame model is a perfect example of the brand’s quality and bold design.

Visit: safilo.com.au or contact (AUS) 1800 252 016

Ray-Ban Meta

Ray-Ban Meta

Ray-Ban Meta has unveiled its sleekest smart frames yet. The new Ray-Ban Meta Blayzer Optics (Gen 2) and Ray-Ban Meta Scriber Optics (Gen 2) are engineered specifically for prescription wearers, expanding the collection to accommodate even more faces, styles, and everyday needs. The new frames are slimmer, lighter, and crafted for all day comfort. Improved power efficiency also delivers 8–10 hours of runtime to keep up from morning to night.

Contact: EssilorLuxottica Account Manager

Vaanyard

Vaanyard

Conceived internationally and designed in Sydney, VAANYARD – applied vision creates premium, handcrafted eyewear inspired by urban design and culture. Pictured is Radar, a new model that reinterprets the traditional panto frame with a sharp architectural profile.

Visit: vaanyard.com

Premium Multifocals for Precise Vision

Australis VR

Australis VR

Australis VR from CR Labs is designed to help independent practices deliver an individualised multifocal design. By combining advanced freeform lens technology with immersive virtual reality (VR)-driven measurement, Australis VR captures how patients naturally use their eyes and head in real-world viewing situations, delivering a completely personalised visual outcome.

For practices, this creates stronger premium lens conversations, enhances the in-store dispensing experience, and supports patient confidence throughout the adaptation process. Designed and manufactured in Australia, Australis VR reflects CR Labs’ ongoing commitment to innovation, local support, and the success of independent optometry.

Visit: crlabs.au or contact (AUS) 03 8795 9111

Hoyalux iD MySense

Hoyalux iD MySense

Hoyalux iD MySense, launched this month by HOYA, is the world’ first individualised progressive lens integrating patients’ unique lifestyle, visual needs, and Visual Sensory Intelligence.

Using the visuSense measurement system, HOYA assesses each patient’s Visual Sensory Intelligence, gaze shifting pattern, posture, and clarity requirements, then together with the new iSelect lifestyle questionnaire, creates uniquely tailored lens designs powered by IntelliSense technology and proprietary HOYA binocular technologies.

The result: progressive lenses that give patients the freedom to see like never before.

Complementing this launch, Hoyalux iD MySelf, iD MySelf Profile, and iD LifeStyle 4 continue to deliver proven HOYA binocular technologies, ensuring there is a personalised solution for every patient walking through your door.

Contact: HOYA Account Manager

Optilux

Optilux

Optilux is Opticare’s premium progressive lens range, proudly designed, developed, and manufactured in Sydney. Optilux was designed for wearers seeking clear, comfortable vision at every distance, and combines advanced lens technology with the trust and quality of a certified Australian-made product.

The range includes solutions for first-time progressive wearers, active lifestyles, office environments, digital device users, and behavioural vision support. With fast adaptation, stable performance, and minimal unwanted cylinder, Optilux helps deliver an exceptional visual experience. Backed by local manufacturing, fast turnaround times, and dedicated support, Optilux enables independent practices to offer premium Australian-made lens solutions with confidence.

Contact: Opticare at (AUS) 1800 251 852 or info@opticare.com.au

Rodenstock B.I.G.

Rodenstock B.I.G.

With today’s constant switching between screens, premium multifocal lenses must do more than correct vision, they should adapt to the individual, rather than the individual having to adapt to the lens.

Rodenstock is redefining premium multifocals with its Biometric Intelligent Glasses (B.I.G.) concept. Using the DNEye Scanner, individual biometric data such as eye length, pupil dynamics, and higher-order aberrations are measured to create a personalised lens based on the wearer’s unique eyes.

Unlike traditional progressive lenses, which rely on standard eye models, B.I.G. calculates the lens directly for the individual retina. This delivers sharper vision, wider fields of view, and improved comfort across all distances.

Visit: rodenstock.com

Autograph Intelligence

Autograph Intelligence

This award-winning lens has been designed to deliver the best visual experience, optimally matching your patient’s visual age with their visual needs.

Because Autograph Intelligence is capable of learning from a continuous flow of new data, you will always get today’s most advanced progressive lens, precisely tailored to your patient’s individual needs.

Visit: shamir.com/au

ZEISS ClearMind

ZEISS ClearMind

New premium ZEISS ClearMind progressive lenses are designed for exceptionally clear vision all day. Scientifically proven to reduce cognitive load, ZEISS ClearMind links lens clarity to cognitive demands.

When lens blur compromises vision, the brain works harder, increasing cognitive load. By optimising peripheral lens blur, ZEISS ClearMind eases this load, promoting better overall wellbeing.

Additionally, ZEISS introduces ZEISS NeurOptix technology, which aligns lens clarity zones with natural eye movements, enhancing comfort during prolonged digital use. This innovation enables ZEISS Progressive ClearMind lenses to attain clear vision zones that are up to 45% larger than previous generations. Also available in single vision and digital options.

Visit: zeiss.com.au

Unity Via

Unity Via

The Unity Via Progressive Lens portfolio features three easy-to-fit and dispense lens designs that are enhanced for today’s demanding visual needs, providing clear vision at all distances.

Your patients will enjoy seamless transitions from near to far, and a wide, distortion-free viewing area that ensures sharp and clear vision. From entry level to the most sophisticated product, Unity Via Progressive Lenses are sure to meet the unique visual and lifestyle needs of any progressive patient.

Contact: VSP Optics (AUS) 02 9697 8080

Acuvue Oasys Max 1-Day

Acuvue Oasys Max 1-Day

The intense demands of today are especially difficult as our patients move into their 40s and beyond. Combined with age-related vision changes, tear film becomes less stable – a problem that spending more and more time on digital screens can exacerbate, leading to dryness and vision changes. Acuvue Oasys Max 1-Day Multifocal contact lenses are designed to help tackle these issues head-on so your patients can enjoy crisp, clear vision and all-day comfort.^* They incorporate the highest level of blue-violet light filtering available,^±† with OptiBlue Light Filter,^† which blocks about 60% of blue-violet light.^†

Contact: Johnson & Johnson Vision Care (AUS) 1800 736 912 or (NZ) 0800 466 173

Footnotes

*JJV Data from the Acuvue Oasys Max 1-Day In-Practice Assessment, with 81 participating optometrists and 605 spherical and 390 multifocal patients in the US from July to October 2022.

±Versus publicly available information for standard daily use contact lenses as of December 2023.

†Filtering of HEV light by contact lenses may reduce some unwanted visual artifacts (such as light scatter, haloes, and starbursts), speed photostress recovery time, as well as reduce glare discomfort. It has not been demonstrated to confer any systemic and/or ocular health benefit to the user.

Alcon Multifocal Contact Lenses

Alcon Multifocal Contact Lenses

Alcon’s multifocal contact lenses feature water-inspired innovations to deliver exceptional comfort.^1-2 The Precision Profile lens design delivers a smooth progression of power for clear, with uninterrupted vision from near to intermediate to far,^†3 and up to 96% fitting success.^†3,4

Dailies Total 1 multifocal is the first and only water gradient daily disposable multifocal contact lens for exceptional comfort⁴ and seamless vision.⁵

Total 30 multifocal (pictured) is a monthly replacement multifocal contact lens that resists deposits^5-7 and provides a gentle cushion of moisture8 for outstanding comfort all month long.⁹ It feels like nothing, even at day 30.^{*^10}

Contact: Alcon Laboratories (AUS) 1800 224 153 or (NZ) 0800 101 106

ANZ-T3M-2500001 ALCON

Footnotes

† With two lenses or less, at initial fitting visit, based on three different clinical studies; n=100–175 subjects.

*Applicable to sphere and multifocal only.

^Based on more than 70% of wearers agreeing with the statements: ‘These lenses were so comfortable I didn’t feel anything’ and ‘I did not have to think about my contact lenses today’; n=66.

References

1. Efron N et al. Cont Lens Anterior Eye. 2022. doi: 10.1016/j.clae.2021.101515.
2. Kern J et al. Invest Opthal Vis Sci. 2013;54(15):494.
3. Based on a report detailing the Precision Profile lens design; Alcon data on file, 2016 [REF-01717].
4. Shi X et al. Colloids Surf B: Biointerfaces 2021. doi: 10.1016/j.colsurfb.2020.111539.
5. Lemp J, Kern J. Alcon multifocal contact lenses for presbyopia correction. Paper presented at the Canadian Association of Optometrists Congress; 28–30 June 2017; Ottawa, ON.
6. Ishihara K et al. ACS Omega. 2021. doi: 10.1021/acsomega.0c06327.
7. Alcon data on file, 2021. V-RIM-0035878:1 [REF-11720].
8. Alcon data on file, 2021. A02491-REP-198231-1:4,7,8 [REF-11404].
9. Baker K, Merchea M. Impact of pupil diameter on multifocal contact lens vision. Poster presented at American Academy of Optometry Annual Conference, 9 Nov 2018. San Antonio, Texas.
10. Alcon data on file, 2021. [Summary of the CLY935-C013 study p4 [REF-11403].

Data on file references available at (AUS) 1800 224 153 or (NZ) 0800 101 106.

Ultra One Day

Ultra One Day

Bausch & Lomb’s Ultra One Day 3-Zone Progressive multifocal design represents a sophisticated approach to presbyopia management, delivering seamless vision across near, intermediate, and distance viewing zones. By leveraging a centre-near aspheric optical profile, the design supports smooth visual transitions while maintaining clarity and stability in varying lighting and real-world viewing conditions. Importantly, the technology works in harmony with natural pupil dynamics, enabling patients to comfortably engage in modern visual tasks such as digital device use, driving, and reading. The result is a multifocal contact lens experience that balances visual performance, comfort, and adaptability, helping practitioners confidently meet the evolving lifestyle needs of presbyopic patients.1^-3

Contact: Bausch & Lomb (AUS) 1800 251 150

UODMF.0022.AU.26

References

1. SponsReindel WT, et al: Contact Lens Spectrum. Special Edition. 2016; 31:32-35. Sponsored by Bausch & Lomb.
2. B&L Data on file (2023). Study 916. Sponsored by Bausch & Lomb.
3. Kingston AC, et al. Optom Vis Sci. 2013 Oct;90(10):1111-8. doi: 10.1097/OPX.0000000000000031. Sponsored by Bausch & Lomb.

NaturalVue Multifocal

NaturalVue Multifocal

NaturalVue Multifocal contact lenses deliver seamless extended depth of focus for clear vision at all distances from near to far while supporting modern visual demands. Designed with advanced optics, they provide smooth transitions without distinct zones and help reduce glare and haloes while maintaining excellent visual acuity.

Ideal for presbyopic patients and myopia management, NaturalVue lenses prioritise all day comfort through a breathable moisture-rich material. Their unique design adapts to each wearer’s visual needs, enhancing clarity and performance in dynamic environments.

Contact: Gelflex (AUS) 08 9443 4944 or orders@gelflex.com

Capricornia Contact Lens

Capricornia’s extended depth of field (EDOF) contact lenses, powered by BHVI patented technology, deliver clear vision at all distances by manipulating the power profile and increasing overall retinal image quality compared to traditional multifocals.

This lens design allows for flexibility in lens centration and different pupil sizes, provides excellent vision in low light conditions, and reduces chair time with easy fitting. Excellent for early and pre-presbyopes, as well as for relieving visual stress, mark’ennovy silicone hydrogel monthly made-to-order contact lenses are available in an extensive range of fits and powers. Daily contact lenses by SEED are manufactured from an ionic material with high water content that repels proteins.

Contact: Capricornia Contact Lens (AUS) 1300 650 994 or (NZ) 0800 770 118