January 2012 - The new OXYDO eyewear collection is for those who want to make a personal statement through the glasses they wear. An indispensable style accessory, which allows you to show your true self, letting out that inner world that is usually hidden. Whilst setting free a strong seductive personality that goes beyond fashion.

OXYDO sunglasses and optical frames have a personal, individual, and intense style: the perfect result of careful research into the latest designs and with the highest quality in the details.

New minimalist design - The linear pared-down style of these rectangular sunglasses for men is given definition by the new “rail” texture on the frames and the subtle photo-engraved logo on the temples, visible against the sharp shades of black and matt black which emphasize the model's modern personality (mod. OX 1026/S).

Retro inspiration - Retro with a modern twist and stylistic detailing. The shape of these unisex sunglasses in acetate and metal is inspired by the Sixties, reinterpreted with distinctive details, like the metal nose-pads and studs framing the lenses (model OX 1027/S). In bold colours including: matt/gloss black, antique pewter/black/grey horn, antique fuchsia/purple/mauve horn, lilac/pearlized purple/orange, brown/pearlized brown/cherry red, and light gold/pearlized gold /red.

Vintage mood - These seductive women’s butterfly glasses in acetate come in sophisticated shades of exclusive color combinations: tobacco/grey and black-grey horn, beige/brown, plum/purple horn, mottled Havana brown, and black/ochre/white/grey and black stripes. Small decorative metal rivets add subtle touches of light giving them a modern twist (mod. OX 1028/S).

Fifties style - A sophisticated feel for the Fifties, is the inspiration behind these acetate optical frames. They have a modern feel with a linear minimalist style, featuring nylon-supported lenses, metal nose-pads and small rivets at the sides of the lenses. The colors reflect the model's retro mood: fuchsia/purple/mauve horn, antique pewter/black/grey and black horn, pink with fuchsia polka dots, and lilac with purple polka dots (mod. OX 473).

Classic attitude - These square optical frames in metal have a large light silhouette. Their distinctive character comes from innovative style details, like the link between the temples and the central perforation on the edges. The colors are sophisticated: matt black, antique pewter, black ruthenium and antique blue (mod. OX 479).

Iconic appeal - These round unisex optical frames in acetate have a hook hinge (“Registered Community Design”) that is the special iconic feature of the collection, emphasizing the classic style of this model. The colors are refined shades of Havana brown/grey, Havana brown/royal blue, purple/Havana brown, matt black, mottled Havana brown, and gloss black (mod. OX 480).

The OXYDO collection of optical frames and sunglasses is produced and distributed by the Safilo Group.

Safilo Group Press Office
Milan – ph. +39 02 76020154
Padua – ph. +39 049 6985459
pressoffice@safilo.com

Striking images define the new OXYDO eyewear communication campaign, certain not to pass unnoticed

OXYDO, the eyewear collection manufactured by the Safilo Group, presents its latest campaign images: shots with strong appeal and irresistible magnetism.

Conceived and created by the agency D’Adda, Lorenzini, Vigorelli, BBDO, the new communication campaign develops and explores the concepts of self-confidence and seduction that characterise the personality of the brand, interpreting them in an original and refined way.

Self-confidence is interpreted as a key element of the protagonists\' seductive power: a confidence that stems from the world of experiences and emotions that everyone harbours inside them.

Here we witness secret dreams, profound visions, and hidden emotions taking shape and merging with the portraits of authentic men and women, who let their true essence shine through and reveal the person deep within.

Emerging through is the inner universe, usually concealed behind a look or a pair of glasses. The new photos, which have strong artistic appeal, are unique portraits in which the images of faces and bodies are superimposed over illustrations and geometric shapes. It brings out the unique and unmistakable characteristics of the protagonists, as well as the characteristics of the OXYDO eyewear. In the new portraits, which underline the strong stylistic connotations of the brand, the subjects are thus interwoven with graphic themes, natural elements or objects. This creates surreal visions of imaginary worlds that stem from the real personalities of the protagonists.

The OXYDO man choses to be himself beyond any convention or fashion, because he is in touch with his truest and most intimate self, with the inner universe that defines his style: refined and irresistible.

The OXYDO woman shows her naturally seductive personality through the authenticity and richness of her world, which is attractive and evocative due to its uniqueness.


The new images of the “TELL YOUR STORY” campaign are an invitation to express one\'s own inner world, conveying one\'s own personality in a direct and immediate way without conventions or rules, because every person is unique and inimitable. This new creative concept will form the basis of the new OXYDO website, which is soon to be redesigned, once again becoming an intimist site that leaves room for personal imagination, and expresses an unexpected artistic streak.


The OXYDO collection of optical frames and sunglasses is produced and distributed by the Safilo Group.
Credits:
Photographer - Francesco Van Straten
Executive creative direction - Federico Pepe and Stefania Siani
Art director - Vittorio Perotti
Copy - Luca Bartoli


Safilo Group Press Office
Milano – ph. +39 02 76020154
Padova – ph. +39 049 6985459
pressoffice@safilo.com

The new OXYDO eyewear collection is dedicated to people who portray themselves through the spectacles they wear. This ‘must have’ item allows showing one’s real self, where its innate seductive power goes beyond all fashions.

The collection is constantly evolving. The new sunglasses and optical frames are the result of on-going design research making the new OXYDO style authentic, personal and contemporary, seamlessly combining great style and functionality.

Contemporary style – These mask sunglasses assert a bold personality with their oversized design, emphasizing its contemporary details, including the steel profile, small rivets on the nose and the logo plate on the temples. The frame features strong shades, such as palladium/white with purple/silver shaded lenses, gold/aubergine with pink lenses and blue with matching lenses, amongst others (mod. OX 1014/S).

Innovative attitude – In the new sunglasses, the hook hinge (“Registered Community Design”), the collection's hallmark motif, constitutes a refined decorative element concealed inside the temples and also proposed in a slim version for models with more slender temples. The new models propose a plastic drop shape (mod. OX 1015/S) and a steel and acetate aviator (mod. OX 1017/S and OX 1016/s), which are available in classic or elegant colours.

Vintage appeal –These women's acetate sunglasses have an intriguing large soft shape, which can be fitted with graduated lenses. The temples feature a metal detail that emphasizes the frame, and is visible against easy-to-wear colours, such as shaded grey-black, brown/mauve horn, chocolate/brown horn, blue horn and others too (mod. OX 1023/s).

Distinctive details – These men’s optical frames feature an acetate vintage-inspired minimalist shape. Its squared shape is personalized with the innovative hook hinge (“Registered Community Design”) which confers the utmost linearity. The photo-engraved logo-plate is visible against elegant colours, including black/grey horn, blue/blue horn, olive/brown horn (mod. OX 460).

Geometric mood – Contemporary and geometric, this men's optical frame is produced in steel and acetate. It features a rectangular shape and nylon-framed lenses with temples emphasized by the hook hinge (“Registered Community Design”), the hallmark motif of the collection. The refined colour palette includes dark ruthenium/black, black/dark ruthenium with temples in green, blue/ruthenium (mod. OX 463).


The OXYDO collection of optical frames and sunglasses is 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