Luxottica Group has named American rapper, songwriter and record producer Post Malone as the face of its Arnette eyewear brand.
The Californian brand was recently relaunched, with sustainability at the centre of its ethos. It is the first brand in the Luxottica Group line-up to launch a fully sustainable collection.
Luxottica Global Travel Retail Director Enrico Destro said: “This is a brand relaunch we are incredibly proud of. Consumers around the world are becoming more aware of the impact their purchasing decisions are having on the environment, especially younger consumers in the Gen-Z bracket, so this launch really speaks to them.
“This is not just about the products, these are full 360-degree sustainable launches – the products, the packaging and the promotional material in-store are all eco-friendly.”
Destro described the new-look Arnette as a “big move” for Luxottica Group.
“The sustainability angle, combined with the introduction of Post Malone as the new face of the brand, is a match well made – one that really lets the new Arnette brand DNA shine through.”
“This is a brand relaunch we are incredibly proud of. Consumers around the world are becoming more aware of the impact their purchasing decisions are having on the environment, especially younger consumers in the Gen-Z bracket, so this launch really speaks to them.”
Arnette released its Sustainable Collection in May, featuring two Borrow and Lost Boy frames.
Borrow features a “street-savvy” wrapped shape and is made of sustainable materials, Luxottica said. The style is available in several frame shades and lens colours, ranging from total black and matte frames with flash or polar shades to acid pop transparent tones and solid colour lenses.
Lost Boy’s shape is inspired by the 1990s, with a gender-neutral style and a lightweight frame. Colours include white with light shades, black with polar grey lenses and transparent combos in acid tones with colourful flash shades.
The latest releases – Signature Style and Street Style, which are available now globally – expand Arnette’s sustainable products, with the Signature Style collection developed and released in partnership with Post Malone.
Post Malone Signature Style is inspired by the artwork on the musician’s best-selling albums. The Signature Style frames are available in black-out rims with sunflower shades as well as transparent SKUs, with coloured metal letter logos, Signature temples and dedicated packaging.
Other styles include Lizard frames, which offer a bold profile shape and colours and a taper temple featuring the new Arnette metal letter logo, and Clayface, which is available in transparent colours and black with ‘bubble-soap’, clear yellow or orange-red lenses. Luxottica described the shades as “bold, fast and strong”.
Going forward, Luxottica said all Arnette products will be sustainable and made of Grilamid BTR600LS bio-based plastic, which is ecologically produced from plants and energy from biomass. BTR600LS is an innovation by the Group’s product research and development team.
The frames are presented in a recycled elastane pouch with packaging from recycled material, including fishing nets and used fabric. Promotional assets are also made from responsible materials.
