After a two-year break, Silhouette is set to make waves on its return to the halls of the Fiera Milano. The full-service eyewear company and global market leader in premium rimless eyewear is showing off its exciting new brand communication direction. At the heart of it all is the “Empowered by Lightness” claim. The multi-faceted motto comes to life in Milan, providing a platform for the brand to show off its key attributes of lightness and innovation.
As Michael Schmied, CMO Silhouette International points out, the aim of the new strategy is “to continue to increase brand desirability worldwide, strengthen the company’s positioning in the premium segment, and to enhance the brand across all touchpoints.”
Silhouette’s brand-new exhibition booth brings the campaign to life by allowing visitors to immerse themselves in a world of lightness. The booth is dominated by a refined oversized highlight object that dramatizes how lightness makes boundaries disappear and opens the mind to unimagined possibilities. Large screens show graceful models with flowing movements that seemingly defy gravity. The campaign and branding showcase how Silhouette eyewear makes you feel light and carefree, so you can turn your visions into reality.
“Strategically, this multi-channel campaign not only clearly differentiates us from our competitors, but it also really brings to life the unique feeling of lightness that our customers have when wearing our products,” says Silhouette Brand Director Atissa Tadjadod, explaining the essence of the campaign, adding: “both the unique message and the unmistakable imagery of the campaign are strongly grounded in our products.” The Milan eyewear show is the perfect way to experience the stand-out products in the current collection and discover Silhouette’s immersive world of lightness.
Lightness is all the rage
For visitors to the Silhouette booth, another surefire highlight is the Purist collection where the ultralight, rimless design changes depending on the angle you view it from. Meanwhile, the Lite Wave full-rim collection—winner of the IF Design Award—continues the celebration of lightness with a high-tech, lasered titanium frame that’s like no other full-rim eyewear model. Sunglasses fans will have something to look forward to as well, with Silhouette presenting two of its Red Dot Design award winners: The Limited Edition Futura Dot gives a bold, contemporary twist to the original 70s Futura design, which is now a collectible, while the 23-carat, gold-plated, luxurious New York Sky collection combines two Silhouette innovations in a stylish and extremely sophisticated package.
Open your eyes to unexpected possibilities
Silhouette is offering another highlight during MIDO with 100% Silhouette – the complete, fully integrated approach to eyewear. With this approach, Silhouette lenses are not only tailored to the consumer’s needs but each lens is also designed specifically for the frame. With its new Panorama Progressive ONE lenses and the Blue Sensation blue light filter, the premium eyewear brand is offering an even more tailor-made solution for its consumers and their lifestyles.
You have to feel it to believe it
Every pair of glasses is astonishingly and beautifully light. Visit Silhouette at the MIDO eyewear show and feel the difference. April 30 to May 2, 2022. Fiera Milano, 20017 Rho, Pavilion 24, Stand K03 L10 L03 M10. Discover new perspectives, exciting innovations, and our latest products. Experience the joy and inspiration of unlimited lightness.