Safilo’s New Sunglasses Capture Style of Iconic Model Peggy Guggenheim

(Press Release)
In 1994, Safilo paid homage to the iconic model Peggy Guggenheim by producing a pair of sunglasses that mirrored her signature Butterfly sunglass style of the 1960s, which were then sold at the store of the Guggenheim Foundation in Venice. Twenty years later, Safilo created a new limited edition: the iconic blue cat-eye acetate frame with tone-on-tone mirrored lenses, matched with contrasting profiles in shades of brown. Now comes a new color version, in cream with contrasting profiles in Havana.

Lisa Immordino Vreeland, director and producer of the documentary “Peggy Guggenheim: Art Addict,” said:

“Of the many photographs that exist of Peggy Guggenheim, the ones where she is wearing her famous Melcarth glasses to me stand out the most. Her eccentric style is evident, but a strength of character prevails most in that photograph. Safilo picked up on this trend of Peggy’s strength and independence, a trait they have displayed in their own company ethics, and decided they wanted to become embedded in her history. Why not give the rest of the world the opportunity to wear the same iconic glasses that belonged to Peggy Guggenheim? They represent style but most importantly express individuality. Did Peggy see things differently with these glasses – did she see a beautiful kaleidoscope of her surrealist and abstract paintings? Will the wearer have that same opportunity and step into her fantasy world? What is certain is when Safilo decided to make this special edition of the glasses they were embracing her spirit and her love of art. In a funny way through the movie, “Peggy Guggenheim: Art Addict,” we tell her story and talk about her great accomplishments and through the glasses the wearer can step in Peggy’s world. Together we have become part of Peggy Guggenheim’s history.”

Starting in June 2014, Safilo joined Intrapresæ Guggenheim Collection, a group of Italian and international companies that support the activities of the cultural foundation of Venice’s Peggy Guggenheim Collection, with the mission to promote cultural communication as an experimental and innovative form of business communication.