As a leader in the eyewear sector, Safilo Group underwent a major strategic turnaround — and in 2024, the eyewear group achieved a balance between its home brands and licensees within its brand portfolio.
The major home brands are Carrera, Smith, Polaroid and Blenders Eyewear. From 2023to 2025, Safilo renewed its key licenses in its portfolio, such as Kate Spade, Tommy Hilfiger, Boss, Hugo Boss and, most recently, Carolina Herrera — which the company said allows for an unprecedented visibility for its licensing businesses until 2031.
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Notably, this year is the 70th and 60th anniversaries of Carrera and Smith, respectively. Founded in 1956, Carrera is known for its innovative design and quality. This year has seen milestone products and archival pieces as a tribute to the brand’s heritage, and it unveiled two limited-edition titanium styles for the anniversary.
Smith Optics is an industry leader with its pioneering of advanced goggles and helmets that incorporate dynamic technologies to provide optimized performance and clean styling.
To celebrate its 60-year legacy of innovation — with dynamic tech, elevated performance and timeless design, Smith brings its passion for “fueling fun beyond walls” to life. The brand engaged with its loyal customers, athletes and community through a curated lineup with a series of immersive events and experiences over the past two months.
From 2025, Polaroid Eyewear has been the ATP Tour’s official eyewear partner through 2027. With its game-changing polarized lens and functional yet stylish products, the partnership will see the brand activate at the Mutua Madrid Open, the Internazionali BNL d’Italia in Rome, Swedish Open and UMAG in Croatia to create exclusive fan experiences. The ATP chair umpires will also wear Polaroid while on court.
This year, the brand also announced tennis player Flavio Cobolli as its new brand ambassador for 2026 and 2027 — strengthening its connection to the world of professional tennis and reinforcing its commitment to a new generation of athletes who embody performance, authenticity and style.
Gabriele Cusani Sodano, president and chief commercial officer of North America at Safilo Group, said that for the spring 2026 collections, alongside important brands for the North American market such as Kate Spade, the company is excited about Kurt Geiger’s optical expansion to translate the brand’s bold designs into everyday frames.
Expanding into optical, Kurt Geiger’s new eyewear collection was developed in partnership with Safilo to build on the strong signature elements of its sun line. The optical range will weave in signature brand motifs such as the eagle and use refined hardware across acetate and metal styles.
“Color remains central to the brand DNA, with the signature rainbow expressed through bespoke acetates and crystal embellishments,” Cusani Sodano said. “The result is a collection that balances playful statement pieces with more understated frames, each infused with distinctive detailing. Designed for customers who see eyewear as an extension of their personality, the spring 2026 optical launch delivers pieces that feel expressive, elevated and unmistakably Kurt Geiger.”
The beginning of this year also saw the launches of both Etro’s optical and Victoria Beckham’s lines with a curated selection drawn from its global collections. Cusani Sodano explained that the launches are supported by a luxury sales force across the U.S. and Canada with a focus on key trend-driven metro areas, with targeted PR and trade marketing investment to aid brand and category awareness.
The launch of the two collections’ product assortments has been edited to align with both local preferences for shapes and colorways, while also having a strategic range of price points across the luxury segments —from entry-level styles to more elevated and statement-driven models that clearly express the brands’ DNA.
“A multitude of fashion houses choose Safilo for how we create their eyewear collections, because of the deep expertise and knowledge the company has built over decades. Our commitment to research and innovation, combined with a unique ability to interpret and elevate each brand’s DNA, continues to set us apart. That savoir-faire is what enables Safilo to consistently create success stories within the eyewear industry,” Cusani Sodano concluded.
To learn more, visit safilo.com.