Jon: Advertising on the fringe #Guccihallucination

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2018 was the year that Gucci cemented itself as a global Creative Fashion powerhouse. Gucci’s market dominance is evident everywhere you look but my personal intrigue in Gucci doesn't come from its financial success or its record sales. For me what is most inspiring is Gucci’s transformation from a brand with a dated philosophy and tired aesthetic to one which is embracing the avant-garde. Hyped brands come and go but its worth celebrating Gucci as a creative leader who seem to be reaping the benefits of thinking outside of the box and challenging the status quo when it comes to marketing its collections.

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This daring attitude has been most evident in Gucci’s Spring/Summer advertising campaign. Under the guidance of Alessandro Michele, Gucci’s creative team enlisted the assistance of Spanish Artist Ignasi Monreal. Monreal quickly got to work transforming classic artworks in his typical surrealist style to promote one of Gucci’s most dynamic capsule collections of 2018. The collaboration resulted in the #Guccihallucination campaign.

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Drawing from Renaissance portraiture Monreal has re-imagined Greek and Roman Mythology for the modern age. This modernisation of the Renaissance art style has complimented Gucci’s maximalist creative direction perfectly.

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Monreal paintings have found there way onto web, print and POS graphic campaigns but whats more surprising is that they have found their way into more ambient advertising campaigns. If you can call 20ft murals ambient! These murals have been a particular favourite of ours here at Eyesite Opticians.

Monreal has clearly thrived under the creative freedoms afforded by Gucci and it is clear that the partnership has been mutually beneficial. It would be unfair to say that the work is simply clever advertising for the various Gucci products present in the 2018 collection. For me its refreshing to see a huge brand not rest on the tried and tested methods of promotion i.e. Attractive cool model in XYZ garment, or even XYZ famous attractive person adorned in Gucci.

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Monreal’s work has given permanence to the collection in a way that only paintings can and the collaboration has cemented Gucci as a creative forward thinking fashion powerhouse.

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Rhianna: Dita Rikton 402 "A masterclass in futuristic eyewear"

The DITA Rikton-Type 402

The Rikton incorporates photochromic dual lens technology that adapts to every lighting environment for optimum eye coverage with enhanced colour perception. The twin lens design features an anti-reflection coating to block out the reflections of everyday life for a clearer sharper view, a small titanium spacer is then inserted to repel dust and scratches. These lenses are then locked in place with the iconic Dita green cording system. The Rikton’s futuristic chassis is developed using only the best titanium for a strong yet lightweight build, a modern take on a timeless aviator-like design. Created exclusively for eyewear enthusiasts.

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Founded in 1995 Dita have continued to push the boundaries in innovated eyewear. They excel in their lens technology, timeless shapes and master craftsmanship. Their attention to detail is unparalleled with each piece hand-crafted from start to finish with over 320 production steps and a completion time scale of up to 8 months. To have and to hold a Dita is to experience genuine eyewear luxury.

Shop Dita across the Eyesite stores.


Jon: Icons of eyewear. "A brief analysis of the Icons of Modern Eyewear. "

The Ocularly challenged heroes of our modern age.



Here’s the big one! If you haven't heard anyone mention this guy you either don't work in Optics or you have been living under a rock for the past 20 years. The half blood prince has got a lot to answer for when it comes to peoples opinion on round frames. They either love them or hate them. Too round and you immediately here the fatal words of “he whose name should not be spoken” (see what I did there) It usually goes along the lines of “Too….Errrrm… Harry Potter for me.” It can be a blessing or a curse from a dispensing perspective. I guess in conclusion, we can thank Harry for raising the profile of round eyewear but I cant help feeling like we need more cultural reference points! Come on people!

To nail the Potter look. Go for a Warren in black and tort from Garrett Leight or for women theres the latest Celine CL50001U for that perfectly round aesthetic.

To nail the Potter look. Go for a Warren in black and tort from Garrett Leight or for women theres the latest Celine CL50001U for that perfectly round aesthetic.


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The classic gentleman. This guy literally becomes unrecognisable as his daily persona when he takes his spectacles off! It seems pretty unrealistic to suggest this guy is not immediately recognised. But, outside the world of Superheroes I actually think the idea of reversed identity actually bares some kind of truth. We often find that when a familiar face doesn't have their spectacles on, they too become somewhat indistinguishable. I guess this suggests that when ‘done right’, eyewear can be so iconic and intrinsic to a persons overall style that it becomes a part of what they are known for. I don't think we can give Clark the credit for this (!), but a strong image can be a result of some great styling and dispensing.

Off duty superheros should look no further than Tom Ford or Gucci’s latest 2018 AW mens range for that striking dark acetate look.

Off duty superheros should look no further than Tom Ford or Gucci’s latest 2018 AW mens range for that striking dark acetate look.



Ednaphobia has been haunting Opticians for what seems like years! The image of this individual seems to be permanently seared onto half the populations retinas. Whats the cure and how can we change pubic opinion? Is Ednaphobia incurable? Well here’s the thing. A raised brow frame, or a cat eye style, can be one of the most popular and versatile shapes. It is a very elegant and timeless style, that combined with the right colour or pattern, looks extremely fashion savvy for wearers of all ages. Like any of the many styles we love, there’s no guarantee it will work for you personally; but for Ednaphobes worldwide, facing your fears on this one could be the best way to end Ednaphobia for good.

For those who have been enlightened look no further than Bvlgari 4165, or for a modern take the Cutler and Gross 1288 (both pictured).



I cant think of another British Icon who has polarised opinion on eyewear as successfully as Deirdre Barlow over the decades. Potentially without even knowing it Deirdre’s oversized 80s frames are a cultural reference point for customers time and time again! If you follow optics trends as closely as we do you will know that in many respects oversized is back with vengeance! Metal and Acetate oversized square and aviator frames are now commonplace. Could this be Deirdres legacy finally getting the praise she deserves or simply a re-imagining of something edgy we took for granted the first time around. Either way we are into it!

Make Deirdre proud with Gucci’s Acetate Aviator or oversized square round GG0259O or GG0264O. For those who are into metal frames try VB’s latest Aviators VBOPT227.

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Rhianna: Chopard Cannes Limited Edition

Swiss jewellery powerhouse Chopard have been in partnership with the annual Cannes film festival since 1998, exclusively making one of a kind pieces for the event.

This year’s special edition piece is a classic round sunglass with a very contemporary twist.  The piece is dipped in 23kt gold and delicately hand crafted from start to finish in Italy by the world’s most skilled eyewear jewellers. The sunglasses feature a unique side shield, which incorporates an exquisite lace-like pattern. Precious stones are then elegantly placed to follow the shape of each oversized lens. The Chopard logo is modestly etched onto the fine gold finished sides to pay homage to the brand.


“23kt Gold…

… with exquisite lace like patterned sides”

The piece is presented in a grand velvet show box. Designed for those with a true taste for luxury.


The frame is made in a beautiful rose gold and orange gold. This piece is only available in the best optical stores across the world and exclusively at chopard boutiques. There are only 10 pieces made for the UK and we have each colour in store.

We look forward to seeing you in store this AW season.

Much Love

Rhianna x

Jon: Oakley Spotlight - "The power of being underestimated"

For many, Oakley has always represented the best in sports related eyewear and purpose related fashion and have always innovated within those fields. More recently there has been a general opinion that the brand has failed to keep up with the wider fashion industry and their demands to constantly reinvent season after season. Even though Oakley’s formula is loved by many a more brand-centric millennial or Gen Z individual may have felt the brand is no longer hyped. 

Oakley who were once famous for being at the forefront of youth culture may have been relying too heavily on their successes through the 80’s and 90’s. Their signature sports Aesthetic may have confined them to one area of the market and with that there’s a feeling that their core fan-base has grown older, had kids, and ditched the skateboards in favour of reliable German cars. This reliance has dramatically changed as Oakley’s have set out on a mission to re-engage with not just a younger audience but a more brand conscientious audience. Exactly how does a brand re-image itself and stay relevant in an industry which is constantly reinventing the wheel? In an industry where irony, self-reflection and re-appropriation are common themes, is there enough space for brand like Oakley to be relevant outside the sport related formula?

To start; Oakley seem very self aware and rather than change the formula completely have opted for a really interesting approach to penetrate new markets. Its all about collaboration and although most of Oakley’s collab efforts may have gone under the radar, there are strong signs of that quintessential Oakley innovation and creativity. Its exciting to see designers re-imagining Oakley classics and even completely re-appropriating Oakley’s aesthetic to meet their own message.

Check out some of these examples!





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Aimee: Take us back to the 90's

Hyper colour t-shirts, butterfly clips and denim dungarees were staples of the 90's, and they do say how fashion always comes back around. This season is no exception. We have seen some serious throwbacks hit the catwalk. For all you '90's kids' out there, this one's for you. So many amazing brands this season have turned back the clock, dugout those retro trends and set the bar for this season's eyewear. From Celine to Persol, this year is definitely seeing a 90's comeback. Now, we all remember the tiny, sleek sunnies that everyone used to wear, well who'd have thought they'd be back, and in full force?! 

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Celine's latest range of sunglasses feature some truly retro pieces, including the 'Cat-eye' acetate frame which embraces a truly 90's feel to it. And with its shallow frame and block colour, this is nothing but retro.

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With the festival season upon us, Rayban's 'new-retro' pieces are the perfect way to top off that vintage summer look. Rayban have always been the 'go to brand' for classic eyewear and with their summer season 'Flat-oval' sunspecs you'll be effortlessly timeless throughout this summers festivals.

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Another supporter of the 90's cat-eye frame is Le Specs with their Last Lolita range, displaying vintage class with the bold colours and strong shape. This is a style that will keep coming back round due to it effortless elegance.

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Persol, just like Rayban, hold a kind of 'legend' with in the brand making each piece ageless but their new season features a selection of rounder frames, giving us a truly 90's feel.

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Fashion will always circulate, but personally, I love a throwback to the 90's and I feel that this season has done us proud, especially within the eyewear brands.  

Aimee: You, me and the legacy

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Have you ever stepped into a room and feel as though you have been taken back, removed from reality and comfortably slotted into someone else’s shoes? These are the overwhelming sensations each person feels as they step onto the cool marble flooring of building No5, Bond Street. Chanel - what is it that we love? What is it that pulls us towards its doors? To tell you the truth, it’s her, Gabrielle. We each feel as though we own a small piece of her when we apply our Rouge Coco or finish off an outfit with a classic Boy Clutch. We each feel as though we are a part of the legacy. 

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Gabrielle Chanel started her journey to success from a young age, taking inspiration from the world around her and keeping hold of it for years to come. Each garment she created held nostalgia, it cast her back to a memory or emotion, creating narrative within each piece. As the nun’s would walked the halls of the orphanage where Gabrielle grew into a young woman, their outfits would comprise of heavy chain belts resting on their hips, which we later see as one of Chanel’s most iconic pieces to this day. This is the same chain design we see on the straps of the classic clutch bag and inside each beautifully crafted tweed jacket, which runs a chain along the bottom of the lining. This recherché attention to detail has continued throughout the company, even after the rain of Gabrielle. The entire Chanel team make it their priority to make sure her foot print is still a part of every sketch and stitch.

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May 24th, 2018, I was given the opportunity to not only walk the marble floorings of building No5, but also to be introduced and trained by some of the most accomplished members of the Chanel team. It was here, in this elegant, yet simple room; we were presented the new range of Chanel eyewear. Each piece cleanly cut, made with her in mind. Diamond Crystal Eyes, a piece from the new collection, continues to carry the history of Chanel through its designs. This eyewear collection is not only elegant and contemporary, which house strong traits of each Chanel piece, but also are memoirs to Gabrielle’s first and most iconic fragrance, No5. The shape of the lenses are inspired by this inimitable perfume bottle famed for its angled edges and simplistic design. 

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As time goes on Chanel will continue to captivate the world, transforming the fashion industry and bringing new and exciting designs to the table, but never forgetting where is all started. 

Rhianna: Pearls are a girls best friend

Splashed across the pages of Vogue, and featuring along the runways from London to Paris; pearls are THE trending hot topic in the world of fashion right now

The desire for pearls dates all the way back to a point in time where only the highest noble men would be seen wearing such a rare item.  Nowadays of course, although still very prestigious, pearls are lot more accessible and used in creative ways to create very bespoke pieces. This season we have seen an upsurge in interest from a host of leading fashion houses, easily making the noble pearl the biggest fashion trend of ss18.  Read on to see a selection of my favorite pieces…

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Chanel SS'18

"A woman needs ropes and ropes of pearls" - Coco Chanel

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The pearl has been an integral part of Chanels design work since around the 1930s. Coco Chanel was rarely seen without layers of pearls draped around her neck, which at the time displayed ground breaking fashion sense during times of more minimalistic preference. Karl Lagerfeld likes to pay homage to this staple idea by incorporating pearls into each collection.  


Fendi SS'18

The most important pearl piece this season (IMO) is by Fendi. Oversized round – a must have. Made up of all Fendi’s trademark elements; exaggerated shape and defined lines. This particular piece is not for the faint hearted but aimed at those like me, who desire something weird and wonderful. 

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Fendi "CAN EYE". Redesigned this season by incorporating pearls into the original design. Created with femininity in mind with a modern twist. Fendi are renowned for using luxury materials in particular fur; and like fur, pearls are sign of wealth and luxury, which Fendi love.

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Does Gucci ever do anything in half measures? Like a magpie, Allassandro Michelle king of high-end embellishments took this trend next level by adding anything remotely shiny or luxiours to their designs. The Gucci runway was showered head to toe in pearls and precious stones. 

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Pearls are a sign of vintage luxury therefore it’s interesting to see how each fashion house have designed their own contempary take on the trend. I will look forward to seeing you all laced in pearl this season. 


Emma: RayBan Prescription (Customizing the classics) !

Available due to popular demand!!! Designed to fit your needs and wants, & manufactured with Ray Bans unwavering high quality; the industry's most successful eyewear brand now grants prescription wearers complete access to the full RayBan experience. With styles suited for the entire family and in a variety of colours and sizes; your eyewear can now be as unique to you as possible. 

Step 1 - Select Your Frame

Whether it be glasses or sunglasses, any face shape, any age; choose from the huge range of timeless shapes and styles that RayBan have to offer. No other brand can boast the power to attract such a broad target group! You will never be stuck for choice with Rayban. 
The newest editions to the RayBan SS18 collection are now available in all Eyesite stores, as well as all the classic pieces by RayBan featuring the Wayfarer, Aviator and Clubmaster. 

STEP 2 - Select Your Lenses

Tailor your lenses to your prescription without losing the iconic Ray Ban signature on your lens.

RayBan use digital surface technology on their lenses, meaning your prescription is on the back surface of the lens which is closer to your eye and this will guarantee better vision. Feel free to select coatings for your RayBan prescription lenses, such as Anti Reflection coatings and a Blue light filter which will help reduce glare when using digital devices is also available. These are high quality and a lot nicer to look through. 

This is why we love RayBan

Signing out with love,


New releases, trends, sunglasses, optical

Rhianna: Gucci Gang


New Collection Alert



The 'free spirit'

New season Gucci has officially landed at Eyesite and it’s exactly everything we wanted. Pastel palettes, quirky shapes, and iconic Gucci stripes - anything goes! Throughout the collection you can feel the inspiration with aesthetics from eras gone by; 60s psychedelic neons, 70s cool tints and oversized 80s shapes, yet each piece still offers a very contemporary feel. All styles in the collection are created non-gender specific once again abolishing all laws in fashion by creating an aura of “wear whatever you want” and “be whoever you want to be”.


The 'icon'. 

Can’t get enough of the Gucci stripes? This classic piece mixes both acetate and metal materials into one unique design with the stripes wrapped around the front and following through along the sides. It’s for sure a staple design with an iconic Gucci edge.

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 The 'twist'

In this collection we are seeing a comeback of the traditional half frame ("Supra") styles. This design is featured in both round and square shapes - emitting high fashion geek chic. And of course it wouldn’t be Gucci without glitter and stripes!!


 The 'campaign'

Gucci have made the biggest come back in fashion by evolving into today’s current trends and themes. The brand recently broke the internet for their watch campaigns in which they embraced internet culture by releasing a selection of Memes to their Instagram page. Gucci’s creative director Alessandro Michele explained that they needed to connect with people from all walks of life. This particular campaign was aimed at the cyber generation. The series of memes which were released were held with mixed reviews but if ask you me, I think they’re genius! 

Join the Gucci Gang for SS'18 across Eyesite stores. We look forward to seeing you soon.