INVISION Talks to Innovators: 5 Questions for Nico Roseillier

INVISION: Why do you do what you do?

Nico Roseillier

NICO ROSEILLIER: Because eyewear is more than a product — it’s a medium for identity, memory, and storytelling. I’ve always been drawn to the way frames carry emotional and cultural weight. My work in design, curation, and storytelling is rooted in a desire to elevate eyewear as a form of expression, not just utility. Every piece I design — whether through UN-TI-TLED, a collaboration, or for one of our partners — is about adding meaning and giving a voice to a brand or story.

INVISION: Where do you get inspiration from? Who do you follow that you think is really doing cutting edge stuff and innovating — creatives, technologies, companies, publications/sites, etc. — in or outside of the industry?

ROSEILLIER: Inspiration comes from everywhere: architecture, photography, and music are big for me. I was born in France, and with a background in architecture, I’m always paying attention to form, light, and perspective.
Outside the optical world, I admire creatives like Pharrell Williams and Olivier Rousteing, and brands like Stone Island, as well as many small Japanese brands that focus on detail and integrity.

Within eyewear, I have deep respect for Bruno Chaussignand, l.a.Eyeworks, Blake Kuwahara, Nina Mûr, and many other independent brands who don’t compromise on craft or vision, who stay humble, true to themselves, and are just genuinely kind people.

I often take inspiration from architecture, interior design, travel, textures, and graphic design before I look into our own industry. That helps me stay ahead and bring a fresh perspective to what’s next.

INVISION: What product, campaign or project are you most proud of? Which one do you think is the most innovative? Why?

ROSEILLIER: It’s hard to pick just one, but being nominated and winning multiple times for the Design Excellence Awards is something I’m proud of, especially for collaborations like the one with Maxwell, or the relaunch of American Optical.

I love collaborations, the merging of two visions and the creative process that unfolds when different perspectives come together. Our latest collab with Selima is currently my favorite for many reasons but mostly because it’s about celebrating other designers, creators, and meaningful relationships.

Another project that’s close to my heart is the creation and direction of the NOW Awards at Vision Expo. It has been the only eyewear recognition program of its kind in the U.S., and seeing it come to life has been incredibly rewarding.

INVISION: How do you envision your designs helping independent eyecare practices differentiate themselves in an increasingly competitive marketplace? Is this a goal?

ROSEILLIER: Absolutely. Independent practices need more than just beautiful products; they need stories that resonate.

When a patient walks into a practice and is introduced to a frame that isn’t mass-produced but carries intention, heritage, or a unique collaboration, that moment becomes memorable. That’s the goal to create lasting impressions through storytelling, embedded in every aspect of design.

From the eyewear itself to the display and packaging, we aim to offer more than just a frame, we offer a narrative and an experience. To reinforce this idea and give back to the community, I’ve also been teaching an ABO-certified class at Vision Expo and at NECO in Boston, focused on design and storytelling in eyewear.

INVISION: What emerging trend, technology, or shift in consumer behavior do you believe will most significantly impact eyewear design over the next 3-5 years?

ROSEILLIER: I believe we’re entering an era of conscious curation. Consumers are tired of over-choice—they want connection.

Especially with today’s economic challenges and shifting supply chains, design and storytelling need to be front and center in our industry. Relying on generic supplier catalogs, pre-made designs, or AI-generated ideas isn’t enough. True passion and intention are what will set brands apart.

Sustainability will continue to grow, as it should, but not at the cost of design, quality, and emotion. 3D printing and AI are great tools, but they’re not the whole answer. I believe the future lies in a thoughtful mix of technology, emotion, and storytelling. Consumers will increasingly choose eyewear that makes them feel something.

INVISION: What segment of the optical industry do you think is in desperate need of innovation?

ROSEILLIER: Trade shows and traditional retail environments. The way we present eyewear — especially at large-scale events — is still far behind the fashion and tech industries.

That’s part of why I created NOW by Vision Expo. I saw a real need for a space that celebrates creativity, curation, and vision-led brands.

There’s also a major opportunity in how we educate buyers and opticians. By connecting them more deeply to the design process, we can build a more inspired and informed community.

Retail environments and independent practices also need to become more engaging and experiential to attract foot traffic, connect with younger generations, and create emotional, lasting moments.

Note: Check out our profile of Nico and other innovative people, places, and products in the lead article of INVISION’s June issue.