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The hottest pairs of sunglasses to sport this summer

Range Plan

Why is it key? Translate the après-ski trend
direction for this season to evolve the sporty shield
shade.

Why is it key? There is an opportunity to test more
experimental eyewear designs within A/W and
anticipate the appetite for S/S, making this the
perfect season to test the abstract wire frame.

Why is it key? Tracking this shape from recent
catwalks and collections presented at trade
shows, it would be a wise investment to add a
butterfly shape into women's collections.

Why is it key? As a hybrid of the squared form and
barely there feel, rimless square sunglasses feel
timely for the A/W 20/21 women's market.

Why is it key? The softness that permeates the
Considered Comfort trend for this season is echoed
in this soft, rounded and impactful design.

Why is it key? After seasons of popularity, we have
started to see the cat's-eye shape start to
downtrend as a fashion item for women.

Why is it key? The retro square fills a demand for
familiar retro looks that run throughout the
Considered Comfort trend.

Why is it key? The move towards rectangular
shapes over retro rounded ones, coupled with the
future sport trend continuing to infiltrate eyewear,
results in a new sporty rectangle silhouette for
sunglasses.

Why is it key? Consumers are familiar and more
comfortable with slimmer eyewear profiles. After
seasons of retro #90s super-slim profiles, now is the
time to evolve this youth-driven silhouette.

Why is it key? Established as a must-have for women's
and men's selections, rework classic aviator
sunglasses for A/W 20/21.