Carrera Eyewear’s Very Masculine Frames Are Entering the Women’s Space
FRAMES FOR HER: After teasing female-leaning styles at the most recent Mido eyewear trade show, Carrera is introducing a full-fledged women’s collection for spring 2024.
The brand — established in 1956 and owned by eyewear manufacturer Safilo Group — is debuting a more than 30-item range comprising sunglasses and prescription frames.
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They revisit signature Carrera designs through a female sensibility and are marked by a distinctive golden C logo on the temples. Designs range from rimless oversize metal sunglasses with shaded lenses and chunky butterfly-shaped acetate styles to flat top shapes and edgy enveloping masks.
“Carrera Eyewear is an iconic brand that since its birth in 1956 has always been working to expand its boundaries through a bold approach to design and communication,” said Alberto Macciani, global head of home brands and communication at Safilo Group. “Now the brand is back to strong growth building on its pillars: a unique portfolio mixing technology and style and a bold approach to communication that talks to the consumers of tomorrow, with the aim to refresh the target with a younger audience.”
Leaning toward performance, an active lifestyle and bold aesthetics, Carrera’s debut of a female lineup aligns with women’s increasing adoption of the brand’s male designs over the past few year.
The move also suggests Safilo Group’s stronger ambition toward its proprietary brands, which represented around 44 percent of sales in 2023. In addition to Carrera, the eyewear specialist owns Polaroid and Blenders.
“Carrera has always been an iconic brand that was never scared of being bold and daring, and now it is opening more to a female target, which is extremely responsive to the new collection which we just launched. It is designed to provide the Carrera look with a more feminine approach, always pushing the bar to engage consumers in a fresh way, getting them to become part of a community of ‘Carreristas,’ not just buyers,” Macciani explained.
A dedicated ad campaign marking the introduction of the Carrera women’s range is fronted by Mexican model Luz Pavon and Spanish illustrator Bego Martin.
The collection is available at select opticians and department stores, as well as on Carrera’s e-commerce platform retailing between 139 and 269 euros for sunglasses and between 139 and 199 euros for optical frames.
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