Roc Eyewear will celebrate the launch of its collaborative sunglass collection with Australian model Lara Bingle at an exclusive gallery event next week.
The event, which will be held in Sydney's Darlinghurst precinct on July 13, will welcome more than 350 guests, including Ellery label designer Kym Ellery, radio host Kyle Sandilands, model Erin McNaught and singer Brian McFadden.
The Roc Eyewear summer 2011/12 “Interpretation” collection, made up of 15 styles including oversized 70’s frames through to simple cat-eye framed pieces, will be showcased along with a photo gallery installation of Bingle wearing the product.
Roc Eyewear, which recently rebranded its direction to focus fully on its target market of women and men aged 16- 40-years-old, said the collaboration with Bingle was the perfect fit for the brand and in line with its strategy to refresh the label.
“The label has been in operation now for 12 years, but about 18 months ago we started working with creative fashion consultant Hayley Bonham on developing a rebranding for ROC eyewear,” Roc Eyewear creative director George Wu said.
“We really want to branch out to a wide market and be the go to brand for all things sunnies, and this season we all decided that Lara Bingle was a great choice for us. She has a sound appreciation and understanding of eyewear and has become somewhat of an Aussie summer icon, so she was the perfect fit.”
Wu said the “Interpretation” range, which will begin to drop into stores from August 1, will also feature minimal prints and a “clean, chic and forever wearable feel”. The frames have been specifically designed to cater for both summer or winter seasons, and Wu said this will translate to a “real pocket saving investment with Roc”.
“We generally produce a summer and winter campaign, but with growing demand and our accessible price point we are looking at constant injections to fill the gap between summer and winter,” he said.
“When we develop our ranges we keep our target market in mind. Sometimes you want to go a little crazy with the designs but we know that that’s not our market. We are accessible and wearable. We now see ourselves as the gap in the eyewear market – our styles are timeless and wont date. They have an expensive designer feel when you where them but available at a very affordable price point.”
The collection will initially be stocked at stores by chain retailer Glue nationally, at select David Jones' stores, and on Roc Eyewear's official website and e-boutique. Wu said the brand will be focusing mainly on the Bingle collaboration for now, but hinted at future partnerships and international expansion for the label.
“Like any brand would we are all trying to avoid the effects of the GFC. If we stay true to our philosophy and try not to expand to quickly I know we will stay on top and be in the eyewear game for a long time to come. We really want to evolve and continue to grow with each range – we have a great team of designers on board and now with Lara producing her range at the end of the year we are only going to grow further with our business,” Wu said.
“Lara is someone we are really investing in. she wants to grow with our business and we know she has the ability to do so in Australia. As for our international presence this is something that we are currently looking into, and we are hoping to take the same direction on an international level. We are working through some ideas for who we would want to face the brand internationally.”