Safilo to Present Kids Line on ‘Modern Living with kathy ireland’


(Press Release) LOS ANGELES – According to research from eyewear manufacturer Safilo Group, one in six school-aged children have vision problems and, if left untreated by the age of 8, some childhood vision problems can cause permanent low vision and poor quality of life for a child.

To help parents of children in need of vision correction, Safilo recently developed the Kids by Safilo eyewear collection devoted specifically for 0-to 8-years-olds. The eyeglasses were designed and manufactured using a medical-scientific approach with the Italian Society of Pediatric Ophthalmology (SIOP) and meet the design guidelines of the World Society of Paediatric Ophthalmology and Strabismus (WSPOS).

Safilo recently presented the collection on the "Modern Living with kathy ireland" program, a segment that will air on E! Entertainment Network as sponsored programming on Thursday, May 5 and Bloomberg International on Sunday, May 8. You can view the segment below.

Made in Italy, where Safilo is based, the collection is ergonomically designed to cover a child’s full field of vision while aiming to be fashionable, comfortable, durable and lightweight. The collection is also safe from sharp edges and made of bio-based materials that are washable, hypoallergenic and non-toxic.

Safilo studied the growing and changing shape of children’s heads and facial features and observed their behaviors when wearing eyewear when designing the collection. The six styles in the Kids by Safilo collection were engineered with advanced technologies and materials to suit children’s specific eyewear needs. As a result, the glasses do not weigh on the nose or hurt behind the ears. The frames were designed with a lower nose bridge and straight temples with a horizontal bend to “hug” the child’s head without applying any excessive pressure. During its study of children’s behaviors, Safilo observed that kids often looked up over their glasses to see a parent or teacher, and their vision wasn’t corrected at these times. The enhanced design of the frame front enables the lenses to cover the children’s entire field of vision and to stay close to the eyes, ensuring effective correction from every point of view.

As Prof. Paolo Nucci, professor of ophthalmology at the University of Milan and president of SIOP, explains, “These frames for children were designed with the specific aim of creating a product truly suitable for children, guaranteeing safe and durable eyeglasses for kids, created with bio-based materials and the best fit for the various age groups.”

As much as 80 percent of a child’s learning occurs through his or her eyes, but hundreds of thousands of children needlessly suffer from undetected and untreated vision problems. Because children do not necessarily know that they don’t see well, they will adapt and think that’s how they are supposed to see. As such, Safilo Group urges parents not to rely solely on school and pediatric vision screenings, which may miss 40 percent or more of eye or vision problems. Undetected issues can become big barriers to learning, leading to delayed reading and poorer outcomes in school.

Safilo, along with the American Optometric Association, suggest that infants should have their first comprehensive eye exam by an eye doctor starting at 6 months of age. Children should receive additional comprehensive eye exams at 3 years of age, and just before they enter kindergarten or the first grade at age 5 or 6. The only way to ensure that a child does not have a vision or eye health condition is through a comprehensive eye exam provided by an eye doctor. From there, parents should discuss frame options with an optician to see if Kids by Safilo is right for their child.

“Getting a child’s vision properly diagnosed to wear eyeglasses is half the battle for parents, but kids are going to truly enjoy wearing the Kids by Safilo collection and will give parents peace of mind knowing that their kids’ eyes are going to get the proper vision correction they need while looking and feeling good, too,” says JL Haber, vice president of programming for Modern Living with kathy ireland.