David Beckham launches London-inspired eyewear collection and campaign
Taking its inspiration from his London roots and adding “British style combined with a sharp focus on detail and functionality”, former footballer and style icon David Beckham has launched his new autumn/winter 2021 eyewear collection and accompanying campaign.
“Dedicated to a consumer interested in classic designs with an international appeal”, the new collection includes a wider offer of sunglasses and optical frames featuring lightweight, high-quality materials developed by Safilo.
The “classic and timeless spirit of London” is central to both the collection and campaign, “built on a visual language established in our past campaigns and inspired by iconic imagery of legendary movie stars”, the company said.
In the campaign, Beckham is surrounded by warm tones and the elegant atmosphere of London interiors, shot by photographer Matthew Brookes.
Celebrity/influencer brands are increasingly important for the eyewear market and Beckham’s enduring global appeal makes this a strong license for Safilo.
The importance of signing up such big names to its roster of labels was very well illustrated only last month when Safilo’s share price leapt as much as 14%, purely on news that it had signed a license deal with major influencer Chiara Ferragni.
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