I recently had a discussion with the fashion PR agency we use at my day job about how difficult it is to present a new collection of eyewear. A runway show doesn't really work because, unless the models are naked, you aren't going to notice the tortoiseshell frames (actually, even if they are naked, you probably aren't looking at the girl's glasses). You're left with coolness-by-association.
Case in point: the Berlin-based eyewear brand Mykita paired up with fellow Berlin label c.neeon on the runway during January's fashion week. Check out the video of the show...are you looking at the glasses? Okay, now you are 'cuz I told you to, but you see my point (pun absolutely intended).
Now let's say for arguments sake Sarah Jessica Parker were to wear said brand of sunglasses in the upcoming Sex in the City movie? You'd take notice right?
Oliver Peoples takes it one step further. Instead of waiting for Patricia Fields to call, they made their own movie trailer starring their glasses (oh yeah, Shirley Manson and a surprisingly sexy Elijah Wood are in there too). Love it.
(thanks for the tip Richard!)