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Eyewear 2003

by Bernardo van Eekhout in Lifestyle & Fashion , 29 juni 2003

Dit artikel is ook in het Nederlands beschikbaar


Location: Docklands in Amsterdam
Date: February 15
Temp. outside: -10 C.
Temp. inside: tropical


All Dutch sunglasses fetishist and other miscellaneous beauty lovers had gathered in the enormous Docklands halls to witness the one and only Zeiss Eye Fashion Show. Its theme? ”Night at the Beach”. And that in mid-winter! The driving force behind it all is Richard Muls from Richard Optiek in Bloemendaal. For the occasion, the Docklands in Amsterdam’s northern harbour area were completely redecorated and heated up for the coolest beach party of the year.... as the press release had it.



The atmosphere evoked wistful memories of St. Tropez and Ibiza. The decoration was better than expected; the hall had been divided into smaller spaces which made for a more intimate feel. Here and there mini beaches had been created with willing models draping themselves into seductive poses. The photographers kept flashing their cameras. Hot air blowers created a sweltering atmosphere indeed, while outside King Frost still reigned supreme. The lounge-islands offered a splendid opportunity for hip-people watching. Soft, white pluche cubes made you think you’d landed in a trendy club. It obviously was a seeing and being seen affair. ‘Mirror mirror on the wall, who’s the coolest of ‘em all?’



Three important keywords set the tone: hip, gorgeous and trendy. Those invited had all docilely bowed to the announced dresscode .... cool. Making for a high Roberto Cavalli calibre. A dresscode not really fit for all. But luckily Patty Zomers and Nada van Nie had shown up. Completely engrossed in shooting their program ‘The Fashion Police’, in which badly dressed people are complete restyled. For free. Also paparazzo photographer Joop Tellingen was busy shooting that one priceless picture of Romeo, Mattias Scholten or Gijs Staverman, wandering around as vips.



Since we were from the press, we had our seats reserved close to the catwalk in the showroom restyled into the ‘Beach’. In this arena, you looked down from two stands on a catwalk all made of sand. A seasoundscape in the background and subdued lighting imitating a sunset made us believe we’d all gathered on an overcrowded beach. Over 3000 visitors were ready to watch the spectacle. Besides sunglasses, beachwear was presented by, amongst others, Bjorn Borg and the summer collections of Evisu, Closed, Hans Ubbink and Moschino.

Once and for all the presentation clearly brought home that in the year 2003 sunglasses are an accessory the hip and trendy can no longer do without. Each mood and opportunity comes with its very own trendy eye-catcher. And its original function, to shield the eyes from the burning sun, is now playing a minor part. All top labels put in their best. Chanel, Bulgari, Christian Dior, Gianfranco Ferre all showed little gems of sunglasses.



Dolce & Gabanna bring featherlight frames creating that special Hollywood look. Calvin Klein’s frames are modern and streamlined. The CK logo is laser-burned into both lens and shield. The glasses are multi-coloured creating a chameleon effect: yellow, blue and pink all in one and the same lens. Top of the heap is the Bulgari sunglasses line. This French juwelry house creates veritable eye jewelry. Their titanium frames for instance are feather light. For U2 Bono they designed special sunglasses.



Another prestigious label trying their hand at the sunglasses market is the French juwelry house Chopard. To make for even more exclusivism, miscellaneous rich and famous have their picture taken wearing this label ... Elton John, Sharon Stone, Paz Vega, Gong Li all seem to support this juwelry house with all of their purse, uh, heart. Chopard doesn’t particularly favour simplicity. For them it’s only glamour and sparkle, honey. But aren’t those sunrays blinding enough yet....?



 

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