Trends…. WHEN CONSIDERING 2012 SUNGLASSES TRENDS, WE CAN BEGIN BY LOOKING TO 2011 SUNGLASSES TRENDS FOR INSPIRATION. MANY OF THE TRENDS WHICH STARTED LAST YEAR WILL CONTINUE INTO THIS YEAR; GENERALLY SUNGLASSES TRENDS RUN THE SPAN OF A DECADE OR MORE -‐ SO WHAT’S IN STYLE LAST YEAR CAN GIVE US A HINT OF THINGS TO COME THIS YEAR. WE’LL LOOK AT POSSIBLE SEASON SUNGLASSES TRENDS FOR SPRING 2012 AND SUMMER 2012 FOR MEN AND WOMEN’S SHADES BASED ON WHAT WAS COMING IN STYLE AT THE END OF 2011. WE’LL ALSO CONSIDER WHAT CELEBRITIES HAVE BEEN WEARING RECENTLY AND THROUGHOUT THE PAST HALF CENTURY AND HOW TRENDS HAVE COME AND GONE OVER THE PAST COUPLE OF DECADES. Oversized Sunglasses One of the biggest trends we saw for 2011 sunglasses trends was oversized sunglasses. Oversized sunglasses are a style of retro sunglasses which originally became popular in the 1970s, overtaking the cat-‐eye sunglasses which were popular in the 1960s. Vintage designer sunglasses with oversized frames and bug-‐eye lenses remained popular in the 1980s and 1990s, parcularly with celebries. Celebries who get swarmed by the media paparazzi typically don these oversized sunglasses so that they can slip by in crowds unnoced. The lenses cover a very wide poron of the face and can help to conceal a celebrity’s identy. Even though that praccal value isn’t really applicable to most of us, wearing large oversized sunglasses can provide the rest of us with an added beneﬁt—the “star look.” Pete Sunglasses At the other end of the spectrum we have pete sunglasses. Not only are pete sunglasses a growing trend, but they also ﬂaber some facial structures far more than oversized sunglasses. One reason pete sunglasses came into fashion in 2011 is that oversized sunglasses are so popular. This might seem counterintuive, but just as many people ﬂock to oversized styles for their celebrity ﬂair, many other people also ﬁnd them overwhelming. It’s all about opons—some people express themselves diﬀerently, and that’s why pete sunglasses are such a big counter-‐trend. Not everyone wants to hide their faces, afer all!
Vintage Sunglasses These days, it isn’t just the new and modern which is fashionable, but also the retro fashions of yesteryear! Trendy people are shopping for rare vintage sunglasses and vintage inspired sunglasses. You don’t have to look for a vintage sunglasses shop just to buy vintage sunglasses, though, since this style is so popular that many mainstream sunglasses stores also sell vintage inspired sunglasses. Aviator sunglasses, Ray-‐Ban wayfarer sunglasses, oversized bug-‐eye sunglasses and horn rim cat eye sunglasses are all examples of vintage styles which have made a comeback during the Aughts. These styles were fashionable in 2011 and will be even more so in 2012. We’ve been seeing a lot of celebries wearing cat eye sunglasses recently including Zoe Saldana, Ke$ha, and January Jones. In parcular, oversized sunglasses have become a top-‐selling sunglasses trend. Any of these looks for men or women can really give you a unique, old-‐school style which will set you apart from the crowd. Since vintage fashion trends made a comeback in the Aughts as well, vintage style sunglasses inspired by sunglasses from the 60s, 70s and 80s can really stand out as accessories paired with vintage clothing. Polarized Sunglasses Polarizaon is an amazing technology which has made glare-‐resistant sunglasses possible. These days (and probably forevermore), it is very trendy to wear polarized sports sunglasses. Polarized sunglasses can eliminate glare from non metallic surfaces like water, which makes them excellent for water sports, and in parcular for ﬁshing. If you enjoy sports ﬁshing (or you ﬁsh for a living), polarized sports sunglasses are a must; they will remove the glare from the surface of the water and allow you to perceive depth and see what’s underneath the surface. Other people who wear polarized sunglasses for occupaonal reasons include truck drivers and others who spend a lot of me on the road. The polarizaon can help to eliminate some of the glare of the road and the landscape. Bicyclists and others who do outdoor sports on the road and elsewhere can also beneﬁt from polarized sunglasses. Note though that polarizaon won’t help reduce glare when it comes to snow. Which Color is the New Black for 2012? Going into 2012, what color is the new black—stylish and sophiscated and perfect for all occasions? Looking back at fall and winter of 2011 we saw a lot of subdued beiges, burgundies, purples, tans, and neutral tones. This is only natural, considering that many people think of autumn and winter as subdued mes of year—mes when we rest up for next spring and summer. The colors which we saw last autumn and winter were resoul shades that made sense for the season. We also saw some bright, bold yellows and pinks thrown into the mix to liven things up a bit. There’s nothing like bright yellow to remind us of the light of the sun on those grey winter days when everything seems so bleary and cold.
TRANSWORLD BUSINESS Sharp Curves Ahead For Spring 2011 Sunglasses Shades brands refresh curves and colors of past successes, emphasize polarized for Spring/Summer 2011. By Rhea Cortado At Hansen’s surf shop in Encinitas, California, enlightened crystal-‐clear cases housing polished sunglasses are lined up all in a row like freezers in an ice cream shop. Josh Hansen describes that the retail equaon of the eyewear category can be as simple as selling soda or sweets. “They’re like vending machines,” says Hansen, adding that the crucial point of the puzzle is to maintain healthily stocked dispensaries. “For the most part as we’re asked to open cases and what not, people are deﬁnitely in the market to spend money.” As retailers connue to shy away from risky new silhoueSes, designers play it safe by reinterpreng past successes with subtle, unexpected curves and colors. On tap are evolving modiﬁcaons to the Ray-‐Ban Wayfarer, aviator, sporty wrap, shield, and feminine oversized outlines. Spy gave its square wrap-‐style frames signature beveling, contours, and mabe black ﬁnishes. VonZipper will brighten its display with its Smokeout collecon of psychedelic-‐hued frames. Vestal will incorporate Zeiss lenses with nt and coang ﬂourishes and reﬁne its frames with “harder angles” and “ﬂaber base curves.” For the ladies, Juliebe Koh of Spy says “buSerﬂy” shapes with preSy swooping outlines “are gaining steam because of its versality on a variety of diﬀerent face shapes.” Hoven is emphasizing fashion in its women’s Melrose collecon, also oﬀered with polarized lenses. Sabre’s bold glasses are billed as unisex, but the brand has developed more graceful, female-‐focused styles for the upcoming season. “Androgynous fashion is more prevalent than ever before,” says Ryan Nix of Sabre. “Nowadays we’re seeing lots of women wearing styles that were once only worn by men and vice versa.” The most direconal styles riﬀ on the vintage-‐inspired, horn-‐rimmed plasc and wire eye frame proﬁle. Designers vamp on the muse with angular edges, ﬂaber bases, and thickly sliced acetate on brows and bridges. Dragon’s version features mulple layers in the mold that give the frame depth. Electric Visual’s signature model with Dave Rastovich has a decidedly masculine edge with rectangular eyewires. Smith’s version is futuriscally modern with a slim brow, Techlight polarized glass lenses, and spring hinges. Joel Bernbaum of Smith stresses the athlec praccality is as important as the look. “A fashion piece does not stand alone for our customer; they are demanding a heightened measure of performance,” says Bernbaum. Polarized lenses connue to build momentum as a must-‐have component repeated by nearly every shady spokesperson. Vestal, Electric Visual, and Hoven all oﬀer styles with the higher-‐priced choice of polarized lenses and others will unveil new lens advancements. (For a break down of the tech and sales ps go to page ??)”There is a lot of buzz with polarized lenses, and that segment has always been a very important part of our business,” says Kip Arnebe of Electric Visual. “The consumer/retailer is becoming more savvy and is willing to pay more for more performance.”