Missoni eyewear licence back with Safilo from 2020

Eyewear manufacturer Safilo and Italian fashion label Missoni are joining forces again, as Missoni has licensed its sunglasses and eyeglasses collections to the Italian eyewear group. The agreement will take effect from 2020 for a renewable five-year term. The current license holder is AVM 1959, but it isn’t the first time that Safilo collaborates with Missoni, having been its first eyewear licensee back in the 1980s.

The new eyewear collections for Missoni and the label’s young brand, M Missoni, will be launched on the market in January 2020. Between now and then, a digital communication campaign will gradually reveal the details of the new eyewear's development process.

“The Missoni and M Missoni brands are such a perfect fit for our portfolio. Safilo shares with these iconic Italian brands the same values of visionary design, tradition and excellence in manufacturing,” said Angelo Trocchia, CEO of Safilo Group, in a press release.

“We are honoured and proud to be working with Safilo once again. This represents a reunion of sorts for Missoni, as Safilo was our first-ever eyewear licensee in the 1980s (...) From a creative perspective, I’ve always loved this product category and I cannot wait to see all the diverse elements of the Missoni style developed in this new eyewear collaboration,” said Angela Missoni, president and creative director of the Missoni Group.

Michele Norsa, vice-president of Missoni, added: “With Safilo and the new eyewear collections, Missoni reinforces its brand position in the fashion and luxury industry (...) with a well-articulated eyewear range that appeals to worldwide consumers.”

AP with the editorial team