Of course we are inspired by trends, but the core of our work is to integrate these trends in such a way that they remain relevant in the long term. We don't want to create fast fashion fads, but rather design products that will last in the future. Our collections offer a balance: we have classic designs, but also modern, progressive shapes that reflect the spirit of the times. A great example is our Minimal Art collection, which features very trendy shapes and colors but still stays true to our philosophy. We think long-term with every design; it should not only work today, but also be considered a timeless piece for years to come. We also set trends, not to follow them, but to interpret them in a way that suits our own long-lasting design.
“We don’t want to create fads, but rather design products that will continue to exist in the future.”
Is it easier to convince consumers with timeless designs, or does a strong trend hook offer advantages in marketing?
That's a good question because it can go either way. A stronger trend can provide a lot of attention and marketing potential in the short term. But our focus is clearly on timeless designs because we believe they offer more value in the long term. We want to create products that are not just relevant for one season, but are worn for years and create a deeper emotional connection with the wearer. It's obviously a challenge to go against the grain in a world full of trends, but we believe that with our timeless designs we also appeal to a loyal customer base who appreciates it. Because real innovation in design does not always follow a trend, but rather a deep understanding of form, function and aesthetics that goes beyond the current zeitgeist. Therefore, it is not necessarily easier to convince consumers with a trend – in the long term, a strong, timeless design is more likely to pay off.
Thanks to megatrends like Officecore, rimless frames suddenly became popular with Generation Z. How much did this trend play into your hands? What feedback did you receive as a result?
This trend has really played into our hands, especially with Generation Z. Rimless models have been part of our portfolio for a long time, but with the emergence of the Officecore trend, they have taken on a whole new relevance. We are very pleased that this look is now also so well received by younger customers. Rimless glasses look minimalist, modern and elegant at the same time – a perfect combination for a generation that values style and functionality. It was exciting to see how the trend became more and more popular not only in fashion, but also in the optical world, and how we as specialists in this field learned about it. The return of rimless design has confirmed our understanding of “timeless” – the glasses remain modern without appearing intrusive. The feedback from consumers and trading partners was consistently positive. Younger customers in particular, who are often looking for something unique, really appreciated our rimless models in combination with modern shapes and materials. Celebrities and influencers who have adopted this look have also helped make rimless models popular again. It turns out that a design that was originally intended for a different target group can suddenly shine in a new light thanks to a trend like this.
