Fendi’s new era under Creative Director Maria Grazia Chiuri takes centre stage as LVMH-owned luxury eyewear specialist Thélios adopts a more selective, Maison-led approach to the channel.
At the heart of its 2027 offer is Fendi’s new Spring 2027 eyewear collection, the first created under Chiuri’s leadership. Hero families include Fendi Screen, which features bold architectural silhouettes, and Fendi Five Sisters, a contemporary interpretation of the Maison’s Roman heritage.
Thélios will deepen its presence across key airports in Asia Pacific, the Middle East, Europe and the Americas over the next two to three years.
Leading international airports will be a key focus, complemented by selected downtown duty-free locations. This expansion will prioritise quality of presence over scale alone, Thélios said.
This will be supported by closer partnerships with retailers and airports, tailor-made permanent visual merchandising concepts, shop-in-shops and seasonal activations. It will also focus on digital tools, including virtual try-on technology, to support product discovery.
The company highlighted recent campaigns, including a Loewe high-profile promotion with Avolta in Madrid Airport Terminal 1 throughout May and a Bvlgari Lunar New Year activation with China Duty Free Group in Hainan, to emphasise this approach.
Thélios also highlighted its long-term partnership with Qatar Duty Free at Hamad International Airport, where a 45sq m multi-brand concept in the Luxury Boulevard brings together Dior, Fendi, Bvlgari, TAG Heuer, Celine, Loewe, Givenchy and Vuarnet. The space incorporates a Snapchat-powered augmented-reality mirror for virtual try-on.
In Asia Pacific, its multi-brand concept with Ever Rich Duty Free at Taiwan Taoyuan International Airport features Dior, Fendi, Bvlgari, Celine and Loewe, with dedicated branded walls subsequently added for Loewe and Bvlgari.
Beyond Fendi, Thélios’ 2027 offer includes the Loewe Double L Anagram line, featuring a refreshed half-logo and the Maison’s gold symbol on the temples.
For Vuarnet, new product development includes Peak and Racing 14. Peak is made with a lightweight nylon and metal construction with Category 4 mineral lenses and removable side shields. The Racing 14 style features an interchangeable lens system and Pano Rx technology. The performance-focused design integrates prescription correction directly into the cylindrical lens.
“At Thélios, our ambition in travel retail is not simply to increase our footprint, but to build the right expression for each Maison in the right locations,” said Thélios Head of Travel Retail Alessandro Eucaliptus.
“TFWA Cannes is an important moment for us to show how luxury eyewear can create value when it combines strong product quality, compelling Maison storytelling and a tailored retail approach.
“Fendi is a powerful example of this, as it reflects both a new creative momentum and the kind of brand expression that resonates strongly with today’s traveller.”
Thélios will showcase Fendi’s new collection and its wider 2027 portfolio at the TFWA World Exhibition & Conference in Cannes (Stand RH5, Riviera Village). ✈
