Everybody knows the Louis Vuitton brand for its bags, purses and suitcases. Nevertheless, the French luxury fashion company has a wide range of products in its catalogue, and each one of them are designed and built-in deference to the house’s main guiding principles of taste, originality and nonconformity.
The accessories, for example, are some of Louis Vuitton’s most popular products, and among the most in demand as well. Belts, jewelry, wallets and even their branded key holders are in demand and heavily shopped, mostly on the company’s online shop. Among this wide and diverse range of posh items, are their sunglasses. Louis Vuitton’s sunglasses are almost as famous as their brand’s bags. The effort that they put into design and manufacture showcases how important they are to the success of the brand.
Despite that, 2020 was a challenging year for the sunglasses market, and Louis Vuitton was not an exception. It was also the worst year in decades for the whole beachwear market and all the products related to summer vacations. Eyewear was part of it, although a pair of shades comes in handy in a huge variety of situations. The reason is not difficult to guess: the COVID-19 pandemic has pushed many people – for both financial and personal safety reasons – to cancel their summer holidays, so there wasn’t any reason to invest a substantial sum of money on products associated to the most typical summer activities. Especially if we are talking about luxury brands like Louis Vuitton.
Luxury sunglasses remain highly desirable and are able to combine top quality design with a practical use. This is the main reason why their sales have already bounced back in this first half of 2021, compared to last year when the COVID related recession started. In other words, consumers seem to consider their eyewear a must-have, even if they already have a large collection. Consumers only slow down their purchases in uncertain times.
Louis Vuitton’s sunglasses have always been among the most expensive ones on the market. But, in spite of this, they are among the most popular. It is likely due to the fact that they are an authentic status symbol and have even surpassed brands like Ray-Ban and Guess in popularity. The new LV collection has captured the spirit of the times, with designs that focus on three main features:
- Colours. After such a gloomy period, an explosion of colours was exactly what many fashion seekers were looking for. The whole haute couture industry is ready to provide it. This isn’t just about including colours for the frames. Lenses are now colourful too.
- New shapes. For decades, the shades’ design was based on the Ray-Ban look, and nobody dared to break away from it. Brands are now branching out into new looks and shapes. The 2021 collections are a clear step in this direction.
- A new functionality. More and more often, a pair of shades has to carry out a dual function. They have to protect our eyes from the most intense sun rays. They also need to fit prescription lenses. The latest products are, in that sense, a masterpiece of engineering, since they can perform both functions at a higher level of excellence. The worldwide sunglass market’s revival depends on it.