March 2010 – CARRERA, international iconic fashion eyewear brand, presents its new worldwide marketing campaign: striking images, amid bright reflections and vibrant colours, which will surely attract the attention of the public all over the world.

Devised and created by MRM Worldwide Italia, the Digital Thinking Agency of McCann Worldgroup, the campaign’s message is direct and effective, thanks to a clear and engaging headline: “SHINE ON”, an encouragement to let our inner light show through, to live life to the max and with enthusiasm, wearing CARRERA frames and sunglasses.

Featuring original photography, the campaign portrays young men and women in an urban location lit up by warm light which encompasses everything it meets, underlining the dynamic and timeless spirit of the CARRERA brand. A spirit which took root in 1956, the year the brand was born and since then has successfully grown and developed in the eyewear and sport sectors, while still maintaining its “on the road” soul, decisive and constantly orientated at seeking a winning performance. This is why today CARRERA is the brand of choice for anyone who wants to be authentic and fashionable, without compromising.

The urban location provides the ideal setting for the campaign to unfold. The campaign’s super-trendy hipsters, brimming with the same youthful appeal of the frames and sunglasses they are wearing, are self-assured and exude a powerful vital energy that seems to be part of their very being.

The roll out for the “SHINE ON” campaign is expected in mid March 2010 and will take place through a broad and complete mixture of media both in Europe and the United States.

In particular, besides an important press and outdoor campaign in the most trendy international locations, from Miami to New York, from Barcelona to Paris to Milan, substantial implementation is also planned for digital media channels, with the launch of the new website carreraworld.com and an expressive social media platform which will allow the brand to bond with its public. To round off the project, there are plans for ongoing high-profile special events, public relations and music product placement activities.

The campaign depicts the world of “Fast-Laners”, young men and women who live fast lives and always to the fullest, who prefer an individual style which goes beyond fleeting trends. The new images transmit the spirit of the CARRERA brand, the brand for those who are not afraid to live their life to the max, in the fast lane, constantly revving the passion accelerator.

Roberto Vedovotto, Chief Executive Officer of Safilo Group, stated: “We are enthusiastic about the success that Carrera is experiencing all over the world. It is a strategic brand for Safilo, in which we are investing greatly and which we believe still has great growth potential. Wearing a pair of Carrera glasses means expressing your personality, without compromises, while feeling part of a large community. Being oneself but not being alone. This is why our marketing campaign also has its foot on the accelerator in social network channels.”

CARRERA presents original and stylish creations for the coming season with a collection that has a winning blend of unmistakable style and premium materials. The new eyewear designs are guaranteed to turn heads.

The CARRERA collection of optical frames and sunglasses is designed by Enzo Sopracolle, and produced and distributed by the Safilo Group.


Safilo Group Press Office
Tel. : +39 / 049 / 698 5459
Fax : +39 / 049 / 698 7075
E-mail: pressoffice@safilo.com

Carrera: the new technical sunglasses especially for sport enthusiasts

CARRERA presents a new collection of technical sunglasses especially for sports enthusiasts. Ongoing design research, cutting-edge technological content and the use of state-of-the-art materials are the requisites that have ensured over 50 years of maximum protection, safety and comfort offered by CARRERA products.

C-CITY is the new unisex sunglass model dedicated sports enthusiasts, C-CITY are folding sunglasses which, when folded, fit snugly into a special case that takes up a minimum amount of space.
Mixing urban vibes with a vintage look and sporting spirit, these injection-moulded sunglasses stand apart from others thanks to cutting-edge technical specifications and unique finish details, such as the CARRERA icon at the nosepiece and a contrasting graphic line along the front with the distinctive logo at the tenon of temples.
The model comes in shades of dark grey-green, black-white, chocolate-orange, havana, white turquoise and white-pink.

The “HAWK” sunglasses which feature an extreme aerodynamic design and are ultra-lightweight. This product is a result of continuous research in the field of materials and hence the front bar of this new eyewear is produced in carbon fibre, an extremely lightweight material with high technical characteristics. The result is ultra-lightweight glasses, weighing just 25 grams, perfect for extraordinary performance.
The temples are made of Grilamid, a particularly strong, lightweight material, while the adjustable nosepads and temple tips are made of Megol, a hypoallergenic thermoplastic rubber that gives them a stable, comfortable fit.
The model is supplied with an extra set of interchangeable lenses in different colours to insert in case of different lighting conditions. They are available in high-impacting colours such as white/pearl black, shiny pearl black, matt black, graphite fuchsia. The CARRERA trademark is visible on the lenses and temple tenor.
The model is also available with photochromatic lenses that change colour in relation to the intensity of the light to prevent visual fatigue and to ensure clear and comfortable vision under different weather conditions.

The “FORCE” technical sunglasses have a wraparound design, ideal for cycling and sports activities in general. Produced in Grilamid, a strong elastic material, the model ensures a particularly comfortable fit with its soft nosepads and temple tips coated in Megol.
Characterised by a moderately large fit, this model is customised with the CARRERA logo and is available with polarised lenses for optimum optical quality. The colour range includes the shades of blue, pearl white, shiny pearl white, matt black and graphite fuchsia.

The quality of CARRERA products is guaranteed by the experience of the Safilo Group.

Unmistakable style and distinctive details for new Carrera sunglasses

CARRERA presents its new sunglasses for next season: the latest proposals, which boast a distinctive style and unmistakable details, are guaranteed to get noticed with their winning design.

“Must-have” shades for the coming months include the SPEEDWAY model, with its injection-moulded drop shape and prismatic-effect colour combinations: purple-crystal-white, brown-crystal-yellow, black-crystal-orange, black-crystal-silver. Personalized with the CARRERA icon on the fronts, the new models also stand out thanks to contrasting graphic lines on both front and temples

Perfect urban appeal for TOPCAR 2, the injection-moulded mask model with a contemporary personality. A soft shape, the CARRERA icon on the front and contrasting graphic lines all define the new model. The colour palette emphasizes the design with striking juxtapositions: red-crystal-black with shaded grey lenses, black-crystal-blue with dark blue lenses, white-crystal-fuchsia with shaded bordeaux lenses and white-crystal-purple with shaded purple lenses.

Other unisex proposals also conjure up the vintage spirit of the CARRERA brand: one example is the PANAMERIKA 1 model, with its distinctive drop shape in metal complemented by temples personalized with the logo alongside a graphic line, silhouetted against strong new colours: havana light gold, ruthenium-black, matt black and palladium.

The perfect mix of different materials for the CARMAN 1 model, with its drop shape design and decidedly Eighties spirit: the front is sure to attract attention with the contrast in volume between the acetate bar and the lenses supported by slender metal, while the flat temples are underlined by a graphic element next to the logo. Striking colourways: black with silver and ruthenium, purple-ruthenium, havana-light gold and white-gold.

The collection also draws attention to new women\'s models: sunglasses hark back to Sixties styles with large, soft designs in acetate, offering rounded shapes (HIPPY 1) or boxier versions (HIPPY 2). Available in vintage-inspired shades of honey havana, black-white-brown, plum-lilac, cream, brown-white, red-wisteria (HIPPY 1) or brown-beige, brown-red, blue-orange, havana-honey, grey-white-black and black (HIPPY 2).

The super cool ANDY sunglasses feature an oversize acetate frame with rounded contours and original high temples, all exuding vintage charm. The CARRERA logo appears at the tenon of temples, silhouetted against trendy new colours like navy-blue, white, purple, coral and aubergine.


New optical frames by Carrera: a vintage feel with a contemporary personality

The new CARRERA optical frames for next season cannot fail to attract attention with their vintage overtones mixed with contemporary details and ever-original colourways.

Linear design for men\'s lightweight, minimalist frames in steel and metal (mod. CA7515). The rectangular frame, with lenses supported by nylon along the bottom, draws attention to superb manufacturing with contrasting colour combinations on temples or on the front emphasized by graphic lines. Gun metal-black, airforce blue-palladium, black-red, white-palladium, black-ruthenium and purple-white are the colours chosen to emphasize the new model\'s recherché style.

This optical frame in acetate has irresistible charm with its oversize geometric shape designed for an assertive woman who puts her own stamp on the latest trends (mod. CA6160). The large frame, featuring the CARRERA logo on the temples, is emphasized by glamorous colourways like pearlescent shaded white, red, pink-marbled pink, streaked purple, light havana and black.

Mixing Seventies overtones with a contemporary feel: the new women\'s model in acetate is sure to get noticed with its large, boxy styling (mod. CA6158). Recherché style details include high temples, contrasting colour profiles and graphic elements that lend added interest to temples. The CARRERA logo is distinctive against hot colour combinations: black-grey, pearlescent shaded white, red-black, havana-black, dark cyclamen-pink and blue-light blue.


The CARRERA collection of optical frames and sunglasses is designed by Enzo Sopracolle, and produced and distributed by the Safilo Group.

THE COLOURED CARBON FIBRE EYEWEAR COLLECTION

Carrera unveils a new collection of optical frames produced in carbon fibre. This innovative CARRERA TECHINCOLOR project combines the remarkable technical specifications of carbon with the attraction of refined chromatic finishes.
Innovation in tradition. Carbon fibre is a material which CARRERA began using back in the ’80s, inside a special plastic containing carbon particles. The successful results achieved went on to consolidate CARRERA\'s experience and extend their expertise in the study of cutting-edge materials.
The important innovation in the TECHINCOLOR collection is the actual COLOUR. The Carrera brand has always been a pioneer in the eyewear sector and in avant-garde technology. Thanks to an innovative manufacturing process, carbon fibre is saturated with the brightest, most dazzling of colours. By playing with the distinctive weave of the carbon fibre, strong shades of colour define the look of the collection in addition allowing ‘3-D’ reflections of light.
The models of the CARRERA TECHINCOLOR range are available in eye-catching colours which, playing with the distinctive weave of the carbon fibre, emphasize the texture of the material. The colours include glossy red with black rubber temple tips, glossy brown with black rubber temple tips, electric blue with yellow rubber temple tips, glossy black with black rubber temple tips, glossy grey with black rubber temple tips and black with red rubber temple tips.
In new models CA6151, CA6152 (with lenses secured by nylon) and CA6153, CA6154 (rimmed rectangular frames) the carbon fibre fronts are constructed using a multi-directional layering which consists of 7 layers of carbon cloth woven together and processed with special resins in order to guarantee maximum strength, which in optical frames equates to lightness and comfort.
The excellent technical characteristics of the new glasses include steel temples with rubber temple tips and an adjustable nosepiece, which ensure total comfort and perfect fit.
The new carbon fibre models also stand out for their special lens mounting system. In frames with lenses supported by nylon along the bottom, lens mounting is facilitated by an insert on the front for ‘snap’ fitting of the metal nosepiece. In rimmed models lenses are particularly easy to fit thanks to the use of "clip-ons", which are fixed to frames with pins. The result is superb optical quality and simple, quick fitting/replacement of lenses.
The distinctive case designed for the collection is also made of an opalescent plastic material that allows a glimpse of the weave of the fabric, which is also reminiscent of carbon fibre.