ASIA. Luxottica Group has revealed its first eyewear collection designed specifically for consumers in Asia.
The three-piece Prada range aims to leverage the brand’s popularity in the region and to “unleash its true potential” in the eyewear category. The collection includes a colour which is exclusive to travel retail and available now in key locations in Asia.
Luxottica Global Travel Retail Director Enrico Destro said: “We’re very proud to bring a travel retail exclusive component to this high-profile, first-of-its-kind project from Prada and Luxottica.
“Elevating the travel retail channel through product differentiation for one of the strongest brands in our portfolio is a strategic priority for us, and the Asia-focus brings a great story to our retail partners and consumers in the channel.”
Luxottica said the new Prada sunglasses profile the brand’s essential appeal. Geometric and aesthetic designs combine in retro-inspired frames with clean-cut lines and detailing.
The collection’s launch is supported by a powerful Flowing Reality digital campaign, shot and narrated by American photographer Charlie Engman and starring Chinese model He Cong.
The campaign is featured in China, Hong Kong, Korea and Japan. It is available online through official Prada channels and on popular Chinese media platforms, such as Baidu, JieMian and WeChat, and on Facebook, Instagram and Twitter in the other countries.
