First DVF Glass frames go on sale this week.

Leslie Muller, design VP at Marchon, thinks that the high-chic frames designed for the company by Diane Von Furstenberg will revolutionize the market in several ways – not least, by making the product appealing to women. DVF designs, ranging from a ladylike cat-eye frame to a futuristic, ’80s-style opalescent aviator, go on sale this week, beating out whatever Luxottica has in mind for the emerging field.

Read more and see images at Beta Beat