Bolon Eyewear has appointed American supermodel Hailey Baldwin as its new face in the USA, Europe and China (including Hong Kong and Macau).
American actress Anne Hathaway, who was named as Bolon’s brand ambassador early in 2016, will continue to support the brand for Asia and Pacific markets and the Middle East.
Baldwin, a rising star, is popular with millennials and has more than nine million followers on Instagram. Bolon described its new face as a “perfect fit to represent the brand with glamour and femininity”.
Baldwin will appear in a campaign, which includes a brand movie and visuals shot in Los Angeles, starting in March. The model will also attend the MIDO eyewear show, which opens in Milan on 25 February, to officially launch the 2017 Bolon collection.
Bolon CEO Johnny Huang said: “Hailey Baldwin epitomises youth, fashion, style and confidence for millions of young people. She symbolises perfectly what Bolon stands for, both in America and Europe with the ‘Be real, be unique, that’s my style’ story.”
The 2017 Bolon collection was unveiled at the 2016 TFWA World Exhibition in Cannes. The range includes more than 100 SKUs in various colours and designs and includes the unisex Elevated Aviator and Doubles Lenses for women. Bolon sunglasses are impact resistant and feature HD polarised lenses said to enhance colour and vision and to block harmful rays.
Essilor International Duty Free Sales & Marketing Manager Lucia Saracino said: “Bolon started in travel retail only two years ago and has made impressive progress in such a short time. Now it can really be considered as a global brand.
“The range has a lot to offer in the duty free and travel retail market. It performs on price, quality and design and is producing amazing results.”
Saracino said Bolon has established a strong presence in all Asia Pacific countries and noted “bold” expansion in the Middle East and Europe, particularly in Dubai, Abu Dhabi, France, Italy, Spain and the UK.
