It’s a new installment of #GETFRAMED.
(Press Release) NEW YORK and PADUA – Safilo Group announced this year’s second installment of #GETFRAMED, a sunglass-themed editorial platform, in Marie Claire magazine’s May 2017 issue created to empower women to make eyewear the focal point of a transformative fashion statement.
This sunglass-themed section offers page after page of eyewear fashion inspiration and shopping information via original fashion editorial content, presenting eyewear for every look and occasion.
Several brands from Safilo’s portfolio were included in the highly stylized 101 Ideas editorial section of the magazine (pages 57-70), including Carrera, Polaroid, Celine, Elie Saab, Givenchy, Kate Spade New York, Marc Jacobs and Max Mara. Other Safilo eyewear brands additionally featured editorially outside the section included, Jimmy Choo, Fendi, Dior, Juicy Couture, Bobbi Brown, Fossil, Dior Homme and Tommy Hilfiger. The issue also includes a full-page story about artist Shantell Martin who has collaborated with Max Mara on limited edition sunglasses.
"We are proud to anniversary our Marie Claire partnership with the second edition of the #GETFRAMED sunglass-themed editorial platform," said Luisa Delgado, CEO of Safilo Group. "Here we want to continue positioning the sunglasses category in the consumer’s stream of consciousness in an innovative way – through highly stylized dedicated native editorial content. We admire the true passion and enthusiasm of Marie Claire’s editors for a meaningful 360-degree approach that remains true to their authenticity and independence. We soon plan to expand the program to also include prescription eyewear. We are intent on changing the traditional perception that optical frames are functionally driven medical devices."
“Now in its second year, Marie Claire’s multi-platform movement #GETFRAMED inspires women to invest in a wardrobe of eyewear—sunglasses and optical—positioning them as the ultimate personal style statement,” said Nancy Berger, vice president/publisher of Marie Claire magazine. “We believe in the eyewear category, dedicating the most editorial pages to this topic, and amplify our support across all of our platforms. Since the launch of #GETFRAMED, we’ve seen great traction with our consumer and sweeping success in the marketplace, which underscores the power of this platform.”
Added Delgado, “Safilo was the first from the industry to partner with Marie Claire last year in this groundbreaking way — we created a disruptive approach for our industry and thought leadership beyond. We are proud to have pioneered this beyond the traditional methods. Safilo's DNA is about innovation-- design, craftsmanship and go-to- market strategies. We combine that innovation with our secular tradition, dating back to 1875. That is our DNA. It guides all we do.”
“The fact is that stylish frames add to the functional benefit the real pleasure to wear glasses; they add design to the every day, and are, in fact, an accessory to complete a look,” continued Delgado. “The recent New York Times optical story featuring Bella Hadid wearing our Carrera aviator ophthalmic frames is evidence of this. So, the true step forward is to present optical frames with the same high profile approach, driving home the notion that there is no difference between the two…they are both important style accessories for indoor and outdoor, day and night.”
The #GETFRAMED platform was inspired by the success of Marie Claire’s #SHOESFIRST, a month-long celebration of shoes that started in 2013 and stemmed from Creative Director Nina Garcia’s “shoes first” approach to outfit planning.
Following last year’s program, there will be an in-store event at one of Safilo’s Solstice Sunglasses’ retail locations in NYC in June (date/location still TBD) hosted by Marie Claire’s accessories director Kyle Anderson.